Product details

This is the second of a two-case series (IMD-3-1624 and IMD-3-1625). In 2004, several years after having launched the new revolutionary tugboat technology (FFTT), John Nielsen, Chief Executive Officer of Bukser og Berging (BB), is reviewing progress of the marketing of the new tugs. Although some of the newly designed tugs have been placed with selective harbour operators in Norway, market reaction has been cautious to slow, and BB is disappointed by the slow pick-up of its new FFTT tugs. The case offers a description of the marketing since the launch and asks for new ideas to speed up market adoption for this new service. This case was designed for use in courses which focus on marketing new technologies and services, and corporate entrepreneurship.