Normal view MARC view

ABN planet

Author: Weinstein, David ; Le Ray, CharlesINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1990.Language: EnglishDescription: 31 p.Type of document: INSEAD CaseAbstract: Piet van Helsdingen has been appointed Marketing Manager to develop and coordinate training, marketing and advertising programs for Planet - a new standard set of software programs for handling international trade instruments to be adopted in all the branches of ABN's worldwide network. This case explores the difficulties Piet van Helsdingen encounters: a lack of formal authority to implement his policies; the branches' reluctance to adopt Planet; problems attracting new clients to the product.Pedagogical Objectives: · To explore issues of business-to-business marketing and the related choice of push vs. pull marketing strategies - To consider the question of locally optimal product and marketing choices vs. the need for worldwide coordination in an organisation with multinational clients · To explore the requirements of internal and external marketing for technically sophisticated products · To examine the benefits and risks of adopting "leader" or "follower" strategies in a rapidly changing market.
Tags: No tags from this library for this title. Add tag(s)
Log in to add tags.
Item type Current location Collection Call number Status Date due
INSEAD Case Doriot Library
INSEAD Publications Display
Print Consultation only

· To explore issues of business-to-business marketing and the related choice of push vs. pull marketing strategies - To consider the question of locally optimal product and marketing choices vs. the need for worldwide coordination in an organisation with multinational clients · To explore the requirements of internal and external marketing for technically sophisticated products · To examine the benefits and risks of adopting "leader" or "follower" strategies in a rapidly changing market.

Piet van Helsdingen has been appointed Marketing Manager to develop and coordinate training, marketing and advertising programs for Planet - a new standard set of software programs for handling international trade instruments to be adopted in all the branches of ABN's worldwide network. This case explores the difficulties Piet van Helsdingen encounters: a lack of formal authority to implement his policies; the branches' reluctance to adopt Planet; problems attracting new clients to the product.

There are no comments for this item.

Log in to your account to post a comment.
Koha 3.18 - INSEAD Library Catalogue
Library Home | Contact Us | What's Koha?