Dendrite International - The Case Centre

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Case

Reference no. 9-594-048

Subject category: Marketing

Authors: Marie Bell (Harvard Business School); F V Cespedes (USW-Universitatsseminar der Wirtschaft)

Published by: Harvard Business Publishing

Originally published in: 1993

Version: 24 February 1995

Length: 19 pages

Data source: Field research

Topics: Industrial markets; Information services; International marketing; Marketing management; Marketing organization; Marketing strategy; Product management; Sales management

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Abstract

Dendrite International is a $23 million (1992 revenues) supplier of sales automation software to pharmaceuticals companies in Europe, Japan, and the United States. The firm''s strategy has depended on being a full- service supplier to multinational firms. Impending changes in the pharmaceuticals industry, as well as technological and competitive developments, have raised issues concerning the best means of future growth and accompanying account-management procedures.; Suitable for considering market selection, account management, and sales- service interactions in a marketing strategy, marketing management, or industrial marketing course. Also provides an opportunity to discuss the benefits, risks, and field implementation requirements of pursuing a full- service, value-added selling approach.

Location:

United States, Europe, Japan

Industry:

Software, pharmaceuticals

Size:

Small, USD30 million revenues

Other setting(s):

1993