Bukser & Berging (B): Marketing the fin first tractor tug tugboat service
In 2004, several years after having launched the new revolutionary tugboat technology (FFTT), John Nielsen, CEO of Buksér og Berging, is reviewing progress of the marketing of the new tugs. Although some of the newly designed tugs have been placed with selective harbor operators in Norway, market reaction has been cautious to slow, and BB is disappointed by the slow pick-up for its new FFTT tugs. The case offers a description of the marketing since the launch and asks for new ideas to speed up market adoption for this new service. This case was designed for use in courses which focus on marketing new technologies and services and corporate entrepreneurship.
2004
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
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Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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- Bukser & Berging (A): The escort fin first tractor tug project
- Bukser & Berging (B): Marketing the fin first tractor tug tugboat service
- Bukser & Berging (A): The escort fin first tractor tug project
- Bukser & Berging (B): Marketing the fin first tractor tug tugboat service
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COVID-19 challenges the value systems of family firms and urges them to adapt their behaviors, affecting their identities. This study aims to explore how and why family businesses strategically respond to challenges to their identity during COVID-...
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in Small Business Economics October 2024, vol. 63, pp. 993–1018, https://doi.org/10.1007/s11187-023-00846-3
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