Case Study

Mediquip S.A. (R)

9 pages
October 1991
Reference: IMD-5-0395

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.

Keywords
Corporate Buying, Industrial Selling, Marketing, Medical Diagnostic Equipment
Settings
Germany
Type
Field Research
Copyright
© 1998
Available Languages
English, Spanish
Case clearing houses
Contact

Research Information & Knowledge Hub for additional information on IMD publications

Best-selling Case Study
Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics