Business Case by Alon and Kupetz Published in Marketing Textbook
June 28, 2012
A business case written by Cornell Professor of International Business Ilan Alon and Executive-in-Residence at Crummer Allen H. Kupetz, “Ruth’s Chris: The High Stakes of International Expansion” was recently reprinted in a new marketing textbook Marketing Management authored by J. Paul Peter and James H. Donnelly, Jr. This is the eighth textbook to adopt this case and the third in 2012, on top of the almost 15,000 individual copies the case has sold. The “Ruth’s Chris” case is one of the most widely used business cases in the United States since it was published in 2006.