Ref: IMD-6-0224

Case study

Reference: IMD-6-0224

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ChemUnity (B): Adapting to changing conditions

Carlos Cordon

By Professor Carlos CordonCarlos Cordon, Petri Lehtivaara and Jussi Heikkilä

This is the continuation of the story of The A-case (POM 220) described the situation in April 2000. Now two years have passed and the founders of, Herman Rijks and Mark-Jan Terwindt, had adapted to the changing market environment through implementation of a new business model. This is not based on electronic marketplace but on being a provider of an online sourcing portal. The case describes the development over the past two years, ChemUnity's new approach and its challenges. Rijks and Terwindt had to decide on the where to focus in the current situation to turn the sales leads into customers and how to develop the company and the product further

Learning Objective

Not provided

Keywords Chemicals, Collaboration, eMarketplace, Operations Management, Production Management, Purchasing, Sourcing, Start-up, Supply Chain
Settings Europe
June 2002
Type Field Research
Copyright ©IMD 2002
Language English
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Reference: IMD-6-0224

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Reference: IMD-6-0224

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