Case study: Tim Miner’s Concord Vegetable Corporation internship journal

Abstract

The case is presented by a senior marketing major (Tim), who did a business internship in the new products area of a fictitious consumer package goods firm. The case is presented as a journal Tim kept while interning. It is based on the author’s own journal, kept while working as a business professor intern in a firm similar to that in the case. Although names have been disguised, most of the activities, practices and problems described in the case are based on the author’s internship experience. Tim is simultaneously involved in two major new product projects. First is the early exploratory research done for new vegetable‐based food products. Second is a snack product which is ready to be moved from a controlled store test to test markets. Tim is also involved in other activities: a new business committee meeting, an industry forum, and a strategic plans presentation meeting. Tim works fairly closely with the new products manager, people in other areas of the firm such as marketing research and research and development, as well as with the firm’s ad agency. The case also describes informational interviews Tim conducted with various functional managers in the company involved with new products, and it gives students a feel for all of the nitty gritty implementation details involved in new product work.