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Case Study

Linak® Deskline®

22 pages

September 2006

Reference: IMD-3-1627

LINAK, a Danish company making office desk components to move desks (sit/stand desk mode) is confounded by the slow uptake of the market for its new desk designs. Marketing to desk OEMs, Linak has had great success in Denmark and Sweden only, but much more disappointing sales in other European and international markets. The marketing manager for its Deskline products is reviewing the efforts todate, and needs to come up with a new marketing approach that can overcome market skepticism or resistance. This case was developed for courses dealing with global marketing and new product introductions or technologies.

Keywords

Global Marketing, Marketing Strategy, Market Entry Strategy, Product Pricing, Key Account Management, Sales Management, Value Chain Marketing, Office Furniture

Settings

World/global, Denmark
2005

Type

Field Research

Available Languages

English

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