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Case
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Reference no. 9A99A035
Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 1999
Version: 2000-05-25
Length: 33 pages
Data source: Field research

Abstract

The director of sales and marketing for the Canadian subsidiary of International Data Corporation has steadily increased revenues over a two-year period. IDC Canada was the market leader in Canadian IT vendor market intelligence, and the director wonders how to maintain the growth. The director faces issues from new product development to customer targeting. The complexities of managing and growing a small international subsidiary of a very large business are explored in the context of entrepreneurship, marketing and sales management.
Location:
Industry:
Size:
Medium
Other setting(s):
1998

About

Abstract

The director of sales and marketing for the Canadian subsidiary of International Data Corporation has steadily increased revenues over a two-year period. IDC Canada was the market leader in Canadian IT vendor market intelligence, and the director wonders how to maintain the growth. The director faces issues from new product development to customer targeting. The complexities of managing and growing a small international subsidiary of a very large business are explored in the context of entrepreneurship, marketing and sales management.

Settings

Location:
Industry:
Size:
Medium
Other setting(s):
1998

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