Bombardier (B): The Los Angeles Metro Transit Authority Decision

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Compact case

Case

Reference no. UVA-M-0471

Subject category: Marketing

Authors: Robert E Spekman (Darden School of Business, University of Virginia); Lane Crowder (Darden School of Business, University of Virginia)

Published by: Darden Business Publishing

Originally published in: 1996

Version: 22 November 2010

Length: 4 pages

Data source: Field research

Topics: International joint venture; Business-to-business; Marketing; Government and business procurement; Public administration; Purchasing; Alternative business issue or setting; Diverse protagonist; Nationality

Share a link: https://casecent.re/p/1258

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Abstract

The purpose of the case is to help students understand the complex nature of a visible and expensive organizational buying process. The goal is to help students appreciate the nature of the selling task, the complex interplay of different decision-making-unit members, and both the political and economic factors that often permeate such purchasing decisions. The B case brings closure to the issues raised in the A case (UVA-M-0470). It documents what happened to the key competitors after the Los Angeles decision was finalized.

Industry:

Industrial