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    Case Study

    Chemunity (B): Adapting to changing conditions

    By Carlos Cordon, Petri Lehtivaara and Jussi Heikkilä
    5 pages
    October 2002
    Order this case study
    Reference: IMD-6-0224

    This is the continuation of the story of ChemUnity.com. The A-case (POM 220) described the situation in April 2000. Now two years have passed and the founders of ChemUnity.com, 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

    Keywords
    Supply Chain, Sourcing, Purchasing, eMarketplace, Collaboration, Start-up, Chemicals, Production Management, Operations Management
    Settings
    Europe
    June 2002
    Type
    Field Research
    Copyright
    © 2002
    Available Languages
    English
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