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Case
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Reference no. 592-044-1
Subject category: Marketing
Authors: Stanley Paliwoda (University of Calgary)
Published in: 1992

Abstract

The case deals with two main issues, marketing within a heavily regulated industry. Secondly, how to seek out areas of value-added in keeping with the company: business mission and main areas of expertise. Transalta kept to their area of expertise and developed new services that created value for the customer. In so doing they had to effect organisational change, create a more customer-responsive organisation so as to expand their services to customers into areas of higher value-added thus adding to their profitability and return to shareholders.
Location:
Size:
CAD946 million turnover
Other setting(s):
1992

About

Abstract

The case deals with two main issues, marketing within a heavily regulated industry. Secondly, how to seek out areas of value-added in keeping with the company: business mission and main areas of expertise. Transalta kept to their area of expertise and developed new services that created value for the customer. In so doing they had to effect organisational change, create a more customer-responsive organisation so as to expand their services to customers into areas of higher value-added thus adding to their profitability and return to shareholders.

Settings

Location:
Size:
CAD946 million turnover
Other setting(s):
1992

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