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Spanish language
Subject category: Marketing
Authors:
Published in:
2013
Length:
9 pages
Data source:
Generalised experience

Abstract

This is a Spanish version. This is part of a case series. In early 2003, Milton Davila a former employee of the Venezuelan oil industry decided to start in the cybercafe business, thinking about the future of their investment. Despite their attempts to expand by adding new services, cyber gains were not giving sufficient profitability to make a large investment that would allow developing a new business: cartridge refilling. Milton and his partner had different ideas about the business of refills. Milton thought of a manual process where the customer service was the differentiation strategy, instead, his partner, thought the process should be automated, without customer interaction. This case can be used in academic and executive education programs in the areas of marketing, entrepreneurship and services.

Topics

Family business; Marketing; Pharmaceutical industry; Value preposition
Location:
Industry:
Size:
Medium
Other setting(s):
2009

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