Case Study

LG: Can Sinpus East and West work together to save this customer?

8 pages
November 2003
Reference: IMD-3-1228

The case tells the story of the failure of an equipment company, Sinpus, to resolve the problems experienced by a key customer. The customer has purchased a piece of equipment from Sinpus but vows never to buy again from this supplier because of the inability of Sinpus to get the machine to work properly. The situation is complicated by the fact that the HQ and R&D team of Sinpus is located in Germany and the customer is located in Korea. The case finishes by asking whether this customer relationship can be saved.

East-West Coordination, Customer Relationship Management, High Technology
1998 - 2002
Field Research
© 2003
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