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ABN planet

Author: Weinstein, David ; Le Ray, CharlesINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1990.Language: EnglishDescription: 31 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: 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.
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Item type Current location Collection Call number Status Date due Barcode Item holds
INSEAD Case Europe Campus
INSEAD Publications Display
Print Consultation only BC000012
Total holds: 0

Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

· 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.

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