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Business to business

IMD's selection of case studies on business to business

Bossard Fasteners (A): Fighting B2B commoditization

In a manufacturing world where global competition puts suppliers under pressure, how did a Swiss-based fastening supplier grow above industry benchmarks?

Case study ● Operations - Supply Chain
By Professor Stefan Michel
Award winner
Tetra Pak: A digitally enabled supply chain as a competitive advantage

This case describes packaging supplier and equipment vendor Tetra Pak and their Digital Transformation Program.

Case study ● Supply Chain - Organizational Transformation - Digital - Technology Management
By Professor Ralf W. Seifert and Richard Markoff November 2018
Cargill: Building a global brand for the world's largest private company (A)

The two-part case series examines the challenge of building a global brand for Cargill – the world’s largest private company - Part 1

Case study ● Marketing - Brand Management - Change Management
By Professor Goutam Challagalla and Athanasios Kondis November 2016
Business Model Innovation: Michelin Fleet Solutions - From Selling Tires To Selling Kilometers

This case investigates the difficulties that industrial groups face when they transition from selling products to providing service.

Case study ● Service Excellence - Marketing - Operations
By Wolfgang Ulaga, Professor Frédéric Dalsace and Chloé Renault June 2013
ABB and Caterpillar (A): Key account management

This case series explores the issues faced by the key account manager appointed to handle one of the company’s major accounts - Part 1

Case study ● Strategy - Customer Centricity - General Management
By Professor Winter Nie, Thomas E. Vollmann and Inna Francis
Value selling at SKF Service (A): Tough buyer confronts strategy

SKF senior management is considering a response to Steelcorp’s invitation which is supported by the company’s distributor but opposed by the company.

Case study ● Marketing - Negotiation
By Emeritus Professor Kamran Kashani and Aimee DuBrule
Award winner
Value selling at SKF Service (B): Facing a tough buyer

This case is the follow up to Value Selling at SKF (A) and updates the students on important decisions and events.

Case study ● Marketing - Negotiation
By Emeritus Professor Kamran Kashani and Aimee DuBrule
Award winner
Value selling at SKF Service (C): Meeting John Elliot

The case is the final instalment in the SKF series describing the meeting between Steelcorp and SKF representatives and the ensuing price negotiation.

Case study ● Marketing - Negotiation
By Emeritus Professor Kamran Kashani
Award winner
Tetra Pak (A): The challenge of intimacy with a key customer

This case describes a failed attempt to sell new packaging machinery to a key Italian customer facing declining sales and profits in milk business - Part 1

Case study ● Marketing - Change Management
By Emeritus Professor Kamran Kashani and Janet Shaner
Award winner
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