Subject category:
Strategy and General Management
Published in:
1980
Length: 17 pages
Data source: Field research
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Abstract
The case focuses on the Swedish industrial door company of Igelfors, a small concern which sold its doors through a hardware wholesaler. The market is dominated by Crawford Door, which markets through its own sales force, has an extensive service organisation, and generally promotes its products aggressively. How shall the new managing director of Igelfors change the company to be able to stay in the door business.
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Abstract
The case focuses on the Swedish industrial door company of Igelfors, a small concern which sold its doors through a hardware wholesaler. The market is dominated by Crawford Door, which markets through its own sales force, has an extensive service organisation, and generally promotes its products aggressively. How shall the new managing director of Igelfors change the company to be able to stay in the door business.
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