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Subject category: Marketing
Authors: Sandra Vandermerwe (Imperial College London); Sue Birley (Imperial College London)
Published in: 1997
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This is the second of a three-case series (597-005-1 to 597-007-1). Taken together these three cases demonstrate the many factors necessary in creating, developing and growing a new enterprise globally, and the particular issues involved in successfully focusing on customers in a services environment. The challenges facing the three entrepreneurs in the case in their pursuit of growth and profitability are heightened by the backdrop of the case: the rapidly changing economic and social structure of Nelson Mandela''s South Africa. Case (B) looks at, among other things, the strategic options for the newly formed company and the role of services in differentiating offerings and adding value to customers. There are three videos available to accompany this case series - ''The Executive Directors'' (597-005-3), ''The Boardroom'' (597-006-3) and ''The Warehouse'' (597-007-3). This case contains colour exhibits.
Industry:
Size:
Small-medium
Other setting(s):
1992-1997

About

Abstract

This is the second of a three-case series (597-005-1 to 597-007-1). Taken together these three cases demonstrate the many factors necessary in creating, developing and growing a new enterprise globally, and the particular issues involved in successfully focusing on customers in a services environment. The challenges facing the three entrepreneurs in the case in their pursuit of growth and profitability are heightened by the backdrop of the case: the rapidly changing economic and social structure of Nelson Mandela''s South Africa. Case (B) looks at, among other things, the strategic options for the newly formed company and the role of services in differentiating offerings and adding value to customers. There are three videos available to accompany this case series - ''The Executive Directors'' (597-005-3), ''The Boardroom'' (597-006-3) and ''The Warehouse'' (597-007-3). This case contains colour exhibits.

Settings

Industry:
Size:
Small-medium
Other setting(s):
1992-1997

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