Mediquip S.A. (R)
The case describes the selling activities of a sales engineer with respect to a key account. The loss of the order for a CT-Scanner provides the background for analyzing the dynamics of the buying situation and the salesman’s handling of it. The issues raised are: Who are the cast of characters influencing the buying decision? What seems to motivate them? What sales strategy would be appropriate.
Cranfield University
Wharley End Beds MK43 0JR, UK
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Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
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Babson College
Babson Park, Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
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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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Case reference: IMD-7-2403 ©2023
in Ioppolo, Domenico (Ed.) / Le nuove parole del marketing, pp. 143 / Milano: Class Editori, Milano Finanza, 2023
in I by IMD 31 August 2022
in I by IMD 27 July 2022
in Keeling, Debbie (Ed.); de Ruyter, Ko (Ed.); Cox, David (Ed.): Handbook of research on customer loyalty, pp. 306-314 / Cheltenham: Edward Elgar Publishing, 2022, https://doi.org/10.4337/9781800371637.00031