Subject category:
Marketing
Published in:
1977
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Abstract
On top of profitable home market operations, exports have been successfully developed. However, conflicts of priority have cropped up and planning/ forecasting have failed. Clients complain and managers quarrel. What should be done? Should the Export Manager take an initiative vis-a-vis the Chairman? The case has been used for training export managers to see more of the overall company strategy and organisational setup, and to realise the need for better planning/forecasting, in their own field.
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Abstract
On top of profitable home market operations, exports have been successfully developed. However, conflicts of priority have cropped up and planning/ forecasting have failed. Clients complain and managers quarrel. What should be done? Should the Export Manager take an initiative vis-a-vis the Chairman? The case has been used for training export managers to see more of the overall company strategy and organisational setup, and to realise the need for better planning/forecasting, in their own field.