Product details

Denmark-based Kjaer Group had supplied vehicles and services to humanitarian fleets since 1977. In 2005, in an effort to differentiate their value proposition from that of other suppliers to the sector, they devised an integral fleet management solution, thereby moving from a product to a service based offering (servicising) for their customers. This case looks at the key issues involved in making such a transition in an atypical context. Challenges for Kjaer Group included: (1) pinpointing humanitarian organisations' real needs; (2) identifying who within the client organisations had decision-making authority to implement the solution; and (3) overcoming the traditional suspicion felt by humanitarians towards the private sector.