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Supporting video
Reference no. IMD-5-0751-V
Subject category: Marketing
Published by:
Institute for Management Development (IMD) (2009)
22 minutes
Data source:
Field research
Length 22 minutes. File size 2.03GB. Click for more information.


This video is a complement to SKF (A), (B) and (C) case series on Value Selling and Value Pricing. It consists of three parts, the first two are interviews with one of the managers portrayed in the case, Todd Snelgrove, Global Manager for Customer Value. The third interview is with Nagi Tabet, the owner manager of Socodim, a small company using bearings in production of precision parts. The first interview provides background on SKF''s journey towards value selling and value pricing, it is best used during or following a discussion of the (A) case. The second part, to be used with the (C) case tells the audience what happened in the negotiation meeting with Elliot of Steelcorp (a subject of cases A and B). The third interview could be used early in the class discussion to show how an end customer of bearings views their role, the interviewee also describes his criteria for choosing among suppliers. This last interview brings life to the discussion of a technical product most people have never seen.


Value pricing; Industrial selling; Industrial distribution; Channel conflict; Commoditisation; Negotiation; Reverse auction; After sales service; Industrial marketing; Key account management (KAM)
USD8.2 billion

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