Sun Airlines: A Heterogeneous Consumer Demand Exercise Incorporating a Group Selection Test

Authors

  • David J. Fritzsche

Abstract

The Sun Airlines exercise was designed to acquaint the student with the problems a firm encounters trying to satisfy consumer demand when some segments of the market have conflicting needs. The exercise incorporates a unique selection technique which tends to assign participants to roles which match their beliefs. The exercise is suitable for upper level undergraduate and graduate students. It can be completed in one class period.

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Published

1980-03-13