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Case
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Reference no. 9-516-S06
Spanish language
Subject category: Marketing
Authors: Frank V Cespedes (Harvard Business School); Laura Goode (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1994
Version: 28 November 1994
Revision date: 29-Apr-2019
Length: 23 pages
Data source: Field research
Topics: Change management; Sales; Marketing organization; Marketing strategy; Target markets; Logistics; Supply chain management
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Abstract

This is a Spanish version. In response to a potential competitive inroad at a key account, managers at Becton Dickinson are considering a multidivisional marketing effort.
Location:
United States
Industry:
Medical supplies
Size:
USD1 billion revenues
Other setting(s):
1990
Teaching note
-
Reference no. 5-595-100
Subject category: Marketing
Authors: Frank V Cespedes (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 7 March 1995
Length: 13 pages
View full details
Case
-
Reference no. 9-594-060
Subject category: Marketing
Authors: Frank V Cespedes (Harvard Business School); Laura Goode (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1993
Version: 28 November 1994
Length: 21 pages
Data source: Field research
Topics: Industrial markets; Logistics; Management of change; Marketing organization; Marketing strategy; Medical supplies; Sales management; Supply chain
View full details

About

Abstract

This is a Spanish version. In response to a potential competitive inroad at a key account, managers at Becton Dickinson are considering a multidivisional marketing effort.

Settings

Location:
United States
Industry:
Medical supplies
Size:
USD1 billion revenues
Other setting(s):
1990

Related

Teaching note
-
Reference no. 5-595-100
Subject category: Marketing
Authors: Frank V Cespedes (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 7 March 1995
Length: 13 pages
View full details
Case
-
Reference no. 9-594-060
Subject category: Marketing
Authors: Frank V Cespedes (Harvard Business School); Laura Goode (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1993
Version: 28 November 1994
Length: 21 pages
Data source: Field research
Topics: Industrial markets; Logistics; Management of change; Marketing organization; Marketing strategy; Medical supplies; Sales management; Supply chain
View full details