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Case
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Reference no. 505-058-1
Subject category: Marketing
Published by: Babson College
Originally published in: 2005
Version: 1 June 2005

Abstract

This is the second of a six-case series (505-057-1 to 505-060-1, 505-108-1 and 506-062-1). In 2005, Linak A/S of Denmark was the worldwide leader in linear actuators for hospital and care applications, desks, comfort furniture, and industrial applications. Prior to 1994, Linak had been selling in the US for about 10 years through distributors. In 1994, the company opened a US subsidiary in Louisville, Kentucky. Linak concentrated on building sales in the health care segment. The company made several key decisions which caused their business to succeed. They sent managerial staff from Denmark to run US operations, used dedicated sales reps, kept US dollar prices stable in spite of exchange rate movements, and began production in the US. This case is suitable for courses in marketing strategy and global marketing.
Location:
Industry:
Size:
USD60 million

About

Abstract

This is the second of a six-case series (505-057-1 to 505-060-1, 505-108-1 and 506-062-1). In 2005, Linak A/S of Denmark was the worldwide leader in linear actuators for hospital and care applications, desks, comfort furniture, and industrial applications. Prior to 1994, Linak had been selling in the US for about 10 years through distributors. In 1994, the company opened a US subsidiary in Louisville, Kentucky. Linak concentrated on building sales in the health care segment. The company made several key decisions which caused their business to succeed. They sent managerial staff from Denmark to run US operations, used dedicated sales reps, kept US dollar prices stable in spite of exchange rate movements, and began production in the US. This case is suitable for courses in marketing strategy and global marketing.

Settings

Location:
Industry:
Size:
USD60 million

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