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Wordcount: 1464
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OEC case study
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1. Introduction
Orbital Engine Company (Australia) Pty Ltd was founded by Ralph Sarich in 1973. The company developed the Orbital Combustion Process (OCP) engine, which overcame the problems of conventional engines as well as maintained their advantages. On the basis of OCP engine, the company also exploited many other engines for using in both automotive and non-automotive industry. This paper will analyze decisions and activities that OEC have undertaken from 4Ps’ perspective, reasons for car manufacturers have not adopted OEC’s engine, and then will discuss marketing lessons learned from the fact that OEC’s technology has been adopted by the makers of marine outboard motors in the US.
2. Decisions And Activities That Were Undertaken
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