부산대학교 도서관

Presents information on the guitar strings Elixir manufactured by W.L. Gore & Associates. In just five years, W.L. Gore & Associates has become the second-leading manufacturer in the $100 million fretted-stringed-instrument business by repositioning a failed experiment. Gore's strings lasted up to five times longer than most others then available. But they also cost twice as much. To solve this problem, the company bought magazine subscriber lists and trolled festivals, giving out samples and building buzz. It hired musically attuned representatives to bond with retailers and got Taylor Guitars, a leading acoustic manufacturer, to install Elixir on all its guitars. Now Elixir Strings are sold in more than half the music stores in the country.