Top 50 Cases - No. 35

Top 50 Cases - No. 35
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No. 35 - Mediquip SA ®

Discover why the authors think this case has been so popular over the last 50 years.

Kamran Kashani

"A good part of the success of Mediquip is due to the fact that there is a shortage in Marketing of cases on “selling” - What makes a good sales pitch? What makes an effective and successful salesperson? B2B selling and how it’s different from one-off sales situations? etc.

"The fact that the case is short, and the protagonist salesperson makes all the wrong moves possible, makes for a good discussion on what killed the sales opportunity and how he could have avoided that outcome. Even the inexperienced students feel comfortable to energetically engage in class debate and learn from it - a plus for the faculty and, of course, their students."

Kamran Kashani

Hear the thoughts of instructors who have used this case in class.

"Mediquip SA has been a compelling and enduring case study for my MBA Marketing classes at Lagos Business School since 2010.

"What makes this case unique is the deep introspection of Thaldorf, the protagonist - a medical salesman reflecting on an unsuccessful key account prospecting. Thaldorf's meticulous documentation of call memos over six months enables in-depth discussions of what went wrong. Analysing Thaldorf's strengths, weaknesses, and interactions with the Decision-Making Unit (DMU) members is central to class deliberations. This thorough assessment helps students reflect on the most effective sales prospecting strategy for specific scenarios, fostering critical thinking and enhancing their skills in handling sales objections and closing deals. The climax of the case, the exact date Thaldorf lost the sale, generates excitement and stimulates insightful debates.

"Despite the allure of new cases, the enduring value of Mediquip ensures its continued use in teaching, offering students valuable real-world perspectives on key account selling."

Ogechi Adeola, Lagos Business School, Pan-Atlantic University

Author perspective

Discover why the authors think this case has been so popular over the last 50 years.

Kamran Kashani

"A good part of the success of Mediquip is due to the fact that there is a shortage in Marketing of cases on “selling” - What makes a good sales pitch? What makes an effective and successful salesperson? B2B selling and how it’s different from one-off sales situations? etc.

"The fact that the case is short, and the protagonist salesperson makes all the wrong moves possible, makes for a good discussion on what killed the sales opportunity and how he could have avoided that outcome. Even the inexperienced students feel comfortable to energetically engage in class debate and learn from it - a plus for the faculty and, of course, their students."

Kamran Kashani

Instructor viewpoint

Hear the thoughts of instructors who have used this case in class.

"Mediquip SA has been a compelling and enduring case study for my MBA Marketing classes at Lagos Business School since 2010.

"What makes this case unique is the deep introspection of Thaldorf, the protagonist - a medical salesman reflecting on an unsuccessful key account prospecting. Thaldorf's meticulous documentation of call memos over six months enables in-depth discussions of what went wrong. Analysing Thaldorf's strengths, weaknesses, and interactions with the Decision-Making Unit (DMU) members is central to class deliberations. This thorough assessment helps students reflect on the most effective sales prospecting strategy for specific scenarios, fostering critical thinking and enhancing their skills in handling sales objections and closing deals. The climax of the case, the exact date Thaldorf lost the sale, generates excitement and stimulates insightful debates.

"Despite the allure of new cases, the enduring value of Mediquip ensures its continued use in teaching, offering students valuable real-world perspectives on key account selling."

Ogechi Adeola, Lagos Business School, Pan-Atlantic University

The author

Kamran Kashani
Professor Emeritus of Marketing and Global Strategy
About the top 50 cases

To celebrate our 50th anniversary, we’ve compiled a list of our top 50 bestselling cases worldwide from 1973-2023. #Top50Cases

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Intensive, practical and hands-on, our case training is ideal for teachers, writers and students.

Enjoy a safe, enjoyable learning experience, plus the chance to network with colleagues.

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