Product details

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Originally published in: 2019
Revision date: 20-Dec-2019
Length: 9 pages
Data source: Generalised experience
Notes: This item is part of a free case collection. For terms & conditions go to www.thecasecentre.org/freecaseterms

Abstract

Blue&Green Design Technology company has provided design programs and digital printing software to the textile industry in Turkey for eleven years, providing additional training and technical support. The company represents some well-known global organisations in the digital printing sector in Turkey. In this market, most of the companies are providing very similar programs and software products; therefore, the most important point of differentiation for Blue&Green Design Technology is the quality of training and technical services. Hence, customer relationship management plays an important role in managing market competition. This case examines potential change processes available to Blue&Green Design Technology Company proposed by Neyla Bulut, who was hired as the new Sales Manager in 2016. When Bulut started to work for the company, she realised that Blue&Green had some difficulties in managing relationships with their customers and their employees. She observed that although the company had grown its business for more than ten years, it was still operating like a startup company and there was no clear operational structure in the organisation. Bulut started to implement a new system to change the organisation's structure from its entrepreneurial basis to a more professionalised platform, with the support of the founder managers. However, it was not so easy to manage this process given employee resistance. She was concerned about some issues including lack of clarity and communication, attachment to the established organisational culture, and employees showing resistance. Bulut recognised her role was evolving as a change champion but found that the business needed to deal with all these different situations if the organisation was going to be effective at implementing change.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2005-2017.

Geographical setting

Region:
Europe
Country:
Turkey
Location:
Ankara

Featured company

Blue&Green Design Technology
Type:
Privately held
Industry:
Design technology

Featured protagonist

  • Neyla Bulut (female), Sales Manager

About

Abstract

Blue&Green Design Technology company has provided design programs and digital printing software to the textile industry in Turkey for eleven years, providing additional training and technical support. The company represents some well-known global organisations in the digital printing sector in Turkey. In this market, most of the companies are providing very similar programs and software products; therefore, the most important point of differentiation for Blue&Green Design Technology is the quality of training and technical services. Hence, customer relationship management plays an important role in managing market competition. This case examines potential change processes available to Blue&Green Design Technology Company proposed by Neyla Bulut, who was hired as the new Sales Manager in 2016. When Bulut started to work for the company, she realised that Blue&Green had some difficulties in managing relationships with their customers and their employees. She observed that although the company had grown its business for more than ten years, it was still operating like a startup company and there was no clear operational structure in the organisation. Bulut started to implement a new system to change the organisation's structure from its entrepreneurial basis to a more professionalised platform, with the support of the founder managers. However, it was not so easy to manage this process given employee resistance. She was concerned about some issues including lack of clarity and communication, attachment to the established organisational culture, and employees showing resistance. Bulut recognised her role was evolving as a change champion but found that the business needed to deal with all these different situations if the organisation was going to be effective at implementing change.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2005-2017.

Geographical setting

Region:
Europe
Country:
Turkey
Location:
Ankara

Featured company

Blue&Green Design Technology
Type:
Privately held
Industry:
Design technology

Featured protagonist

  • Neyla Bulut (female), Sales Manager

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