Product details

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Case
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Reference no. 383-106-1
Authors: John Thanopoulos (University of Akron); JW Leonard (University of Miami)
Published in: 1983

Abstract

The case involves an engineering dominated, special purpose battery manufacturer with sales virtually exclusively to the Federal Government. The Company''s aggressive Contract Manager has convinced the General Manager of the potential for commercial (non-governmental) sales. The General Manager desires to move slowly with new marketing ideas while at the same time not upsetting the present reliance on governmental contracts.
Location:
Industry:
Size:
USD18 million sales
Other setting(s):
1980

About

Abstract

The case involves an engineering dominated, special purpose battery manufacturer with sales virtually exclusively to the Federal Government. The Company''s aggressive Contract Manager has convinced the General Manager of the potential for commercial (non-governmental) sales. The General Manager desires to move slowly with new marketing ideas while at the same time not upsetting the present reliance on governmental contracts.

Settings

Location:
Industry:
Size:
USD18 million sales
Other setting(s):
1980

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