Ivey Publishing

Business to Business Marketing Management: A Global Perspective

Blythe, J., Zimmerman, A. (United States, Cengage Learning, 2005)
Prepared By Fabrizio Di Muro, Ph.D. Student (Marketing)
Chapter and Title Chapter Matches: Case Information
Chapter 1:
Introduction to B2B Marketing

AIRTECH LIMITED
Robert E.M. Nourse, John S. Hulland

Product Number: 9A93A008
Publication Date: 7/16/1993
Revision Date: 3/1/2010
Length: 11 pages

George Patrick, president of Airtech Limited, is faced with both severe competition and under-utilization of the company's manufacturing capacity. He is considering a number of options, including a complete departure from the manufacturing business.

Teaching Note: 8A93A08 (7 pages)
Industry: Manufacturing
Issues: Industrial Marketing; Product Management; Pricing; Marketing Management
Difficulty: 4 - Undergraduate/MBA


Chapter 2:
How Business Organizations Buy

BRITISH COLUMBIA BOX LIMITED (REVISED)
Kenneth G. Hardy, J. Brock Smith

Product Number: 9A99A021
Publication Date: 10/8/1999
Revision Date: 1/12/2010
Length: 10 pages

The Vancouver plant manager of British Columbia Box Limited was about to make a half-million dollar decision. The plant required a new $500,000 machine, and the manager must decide which manufacturer will get the order. The case illustrates many concepts in industrial buying.

Teaching Note: 8A99A21 (8 pages)
Industry: Manufacturing
Issues: Capital Investment; Sales Strategy; Industrial Marketing; Consumer Behaviour
Difficulty: 4 - Undergraduate/MBA


Chapter 3:
Strategic Planning for Global Business Markets

ELECTROHOME (A): PROJECTION SYSTEMS DIVISION
Adrian B. Ryans, Mark B. Vandenbosch, Neil Miller

Product Number: 9A95A012
Publication Date: 10/5/1995
Revision Date: 2/11/2010
Length: 15 pages

The management team at Electrohome's projection systems division must decide what to do in response to a surprise new product introduction by Sony Projection Systems. The new product threatens Electrohome's position at the high end of the market. The case focuses on competitive analysis as three players from three different regions of the world vie for profitable positions in the industrial projection system market. This case presents Electrohome's perspective of the same event documented in the Barco Projection Systems (A) case (HBS 9-591-133). Two follow-up cases Electrohome (B): The Phoenix Project and Electrohome (C): The Marquee Launch are available.

Teaching Note: 8A95A12 (23 pages)
Industry: Manufacturing
Issues: Competition; Market Strategy; Marketing Planning; Industrial Marketing
Difficulty: 4 - Undergraduate/MBA



ELECTROHOME (B): THE PHOENIX PROJECT
Adrian B. Ryans, Mark B. Vandenbosch, Neil Miller

Product Number: 9A95A013
Publication Date: 10/5/1995
Revision Date: 2/11/2010
Length: 10 pages

This case follows Electrohome (A): Projection Systems Division, and discusses the key events that have taken place among the competitors since the (A) case date. Electrohome is developing a new projection system which has the potential to be the best projector on the market. Of key importance is an understanding of the likely actions and reactions of the major competitors in the market. If the Phoenix project fails, Electrohome will likely go bankrupt.

Teaching Note: 8A95A12 (23 pages)
Industry: Manufacturing
Issues: Industrial Marketing; Competition; Market Strategy; Marketing Planning
Difficulty: 4 - Undergraduate/MBA


Chapter 4:
Market Research and Information Systems

3M CHILE - HEALTH CARE PRODUCTS (A)
Terry H. Deutscher, Daniel D. Campbell

Product Number: 9A99A004
Publication Date: 5/5/1999
Revision Date: 11/7/2002
Length: 17 pages

Looking for a creative option to promote 3M products to medical professionals, a 3M Chile sales manager developed the idea of a first-aid kit or botiquin that could be used as a promotional gift. Managers at the company's world headquarters had not previously focused on branded first-aid kits. It was the same all over the world, a plain white box with the red cross in front. You just can't brand a first-aid kit! they replied. At the same time, the Chilean managers lacked the resources necessary for adequate market research. Should they go ahead with the botiquin concept anyway? If they did, questions such as channels, packaging, promotion, and pricing, would still have to be addressed. (A sequel to this case is available, titled 3M Chile - Health Care Products (B), case 9A99A005.)

Teaching Note: 8A99A04 (11 pages)
Industry: Wholesale Trade
Issues: International Marketing; Management in a Global Environment; Marketing Channels; Marketing Research
Difficulty: 4 - Undergraduate/MBA


Chapter 5:
Segmentation, Targeting, and Positioning

ONTARIO DAIRY HERD IMPROVEMENT CORPORATION
Mark B. Vandenbosch, Thomas Funk

Product Number: 9A94A010
Publication Date: 7/14/1994
Revision Date: 2/19/2010
Length: 20 pages

John Meek, general manager of the Ontario Dairy Herd Improvement Corporation (Ontario DHI), has to decide what measures should be taken to reduce the membership decline of Ontario DHI. He must evaluate company information and marketing research to determine what might be the best course of action.

Teaching Note: 8A94A10 (14 pages)
Industry: Agriculture, Forestry, Fishing and Hunting
Issues: Industrial Marketing; Services; Product Strategy; Market Segmentation
Difficulty: 4 - Undergraduate/MBA



ZHONGDA OPTICAL CABLE ENGINEERING
Terry H. Deutscher, Alan (Wenchu) Yang

Product Number: 9B03A008
Publication Date: 6/26/2003
Revision Date: 10/15/2009
Length: 16 pages

Zhongda Optical Cable Engineering Company is a small company that provides optical cable engineering services to contractors who are installing intranet applications in a province in China. As an early entrant in the market and a high quality service provider, the company had been able to charge premium prices, however, the market has changed. There are now many competitors who provide similar services. Furthermore, contractors - and sometimes end-users - were learning how to do Zhongda's major task, optical cable welding, for themselves. Zhongda has three options: aggressively target end-user accounts; retreat from cable engineering services and focus on distributing cable components or start manufacturing optical cable welding machines. None of these is a perfect match for Zhongda's capabilities, but the prospects for continued prosperity in its current role are bleak.

Teaching Note: 8B03A08 (13 pages)
Industry: Information, Media & Telecommunications
Issues: China; Marketing Channels; Market Strategy; Marketing Management; Industrial Marketing
Difficulty: 4 - Undergraduate/MBA


Chapter 6:
Market Entry Tactics

PROSOFT SYSTEMS CANADA (A)
Terry H. Deutscher, Elizabeth O'Neil

Product Number: 9B03A001
Publication Date: 6/26/2003
Revision Date: 10/15/2009
Length: 20 pages

Prosoft Canada is a major competitor in the enterprise software business. The company is planning to bid on a large contract with the city of Winnipeg. Prosoft is considering bidding on the project in a partnership with a major systems integrator, but the company has just been approached by two other partners about including them in their bidding process. Prosoft must decide whether to bid independently or in one or more alliances. The complexity of forming and managing alliances in the enterprise software business is explored. The supplement Prosoft Systems (B), product 9B03A003, poses the issue of developing an alliance policy for guiding similar decisions.

Teaching Note: 8B03A01 (16 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Alliances; Market Strategy; Sales Strategy; Industrial Marketing
Difficulty: 4 - Undergraduate/MBA


Chapter 7:
Product Strategy and Product Development

ROYAL BANK OF CANADA - PAYROLL SERVICES: THE CITY OF ALDERSVILLE RFP
Mark B. Vandenbosch, Royal Mathews

Product Number: 9A92A018
Publication Date: 1/21/1993
Revision Date: 3/8/2010
Length: 14 pages

Allen Little, account manager for the Royal Bank of Canada, must develop a bidding strategy for a payroll services contract with the city of Aldersville. Gaining the account may lead to future banking business with the city and other payroll sales to municipalities, but may come with the cost of zero or low profitability on the Aldersville contract itself.

Teaching Note: 8A92A18 (14 pages)
Industry: Finance and Insurance
Issues: Bidding; Services; Product Strategy; Industrial Marketing
Difficulty: 4 - Undergraduate/MBA



S-S TECHNOLOGIES INC. (A) - INTRODUCTION
Alexander Mikalachki

Product Number: 9A94C005
Publication Date: 6/8/1994
Revision Date: 2/22/2010
Length: 5 pages

An introduction to a series of cases with a small, international high technology company. The subsequent cases deal with marketing S-S Technologies Inc. (B) - Marketing, measurement issues S-S Technologies Inc. (C) - Measurement Issues(C), and organizational design S-S Technologies Inc. (D) - Organizational Design.

Industry: Manufacturing
Issues: Organizational Structure; Management of Change; Management Accounting; Market Strategy
Difficulty: 4 - Undergraduate/MBA



S-S TECHNOLOGIES INC. (B) - MARKETING
Mark B. Vandenbosch, John Laugesen

Product Number: 9A94C006
Publication Date: 6/8/1994
Revision Date: 2/22/2010
Length: 24 pages

A small high technology firm is experiencing rapid growth in the sales of its products. The company markets both industrial computer hardware products and industrial computer simulation software. For continued growth, the company must examine its marketing strategy with regard to what products to sell through which marketing channels.

Teaching Note: 8A94C06 (8 pages)
Industry: Manufacturing
Issues: Marketing Channels; High Technology Products; Industrial Marketing; Product Strategy
Difficulty: 4 - Undergraduate/MBA


Chapter 8:
Services for Business Markets

GLEGG WATER COMPANY AND E-CELL: SECURING THE ADOPTION OF A SUPERIOR TECHNOLOGY
Pratima Bansal, Ryan Maund

Product Number: 9B01M003
Publication Date: 10/17/2001
Revision Date: 12/18/2009
Length: 10 pages

Glegg Water Company is an international company that specializes in customizing premanufactured components into full industrial water treatment systems. In the early 1990s, the water treatment industry had introduced a process that removes charged particles from water used in industrial applications. This technology was superior to resin technology because it was more environmentally sound and more reliable. However, its applications were limited to low water flows. Glegg, through its development of the E-Cell, refined the technology that made it available to high water flow operations, was expandable and more versatile than previous systems. In spite of the clear technological superiority, Glegg was finding it difficult penetrating the market. The chief executive officer must develop a strategy and marketing plan that will make E-Cell the industry standard.

Teaching Note: 8B01M03 (14 pages)
Industry: Utilities
Issues: Competitiveness; Industrial Marketing; Value Chain; Competitive Advantage
Difficulty: 4 - Undergraduate/MBA


Chapter 9:
Pricing in Business Markets

PMC-SIERRA, INC.
Mark B. Vandenbosch

Product Number: 9A99A003
Publication Date: 8/16/1999
Revision Date: 1/12/2010
Length: 12 pages

The marketing manager of a fabless semiconductor manufacturer must decide on product development and pricing strategies for the current and next generation products in a quickly-changing industry.

Industry: Manufacturing
Issues: High Technology Products; Product Design/Development; New Products; Industrial Marketing
Difficulty: 5 - MBA/Postgraduate


Chapter 10:
Supply-Chain Management
Chapter 11:
Managing Distribution Channels

HAYES-DANA LIMITED - AUTOMOTIVE AFTERMARKET
Kenneth G. Hardy, Brian Jones

Product Number: 9A93A014
Publication Date: 7/27/1993
Revision Date: 3/1/2010
Length: 9 pages

A national sales manager is confronted by a second-tier distributor who has formed a coalition of several other second-tier distributors. This group is demanding the margins earned by first-tier distributors even though they cannot yet perform the first-tier functions. However, the group is located in a region where the first-tier distributors perform poorly.

Teaching Note: 8A93A14 (8 pages)
Industry: Wholesale Trade
Issues: Industrial Marketing; Marketing Channels; Restructuring; Distribution
Difficulty: 4 - Undergraduate/MBA


Chapter 12:
B2B Marketing Communications

GREY CHINA
John S. Hulland, Donna Everatt

Product Number: 9A99A014
Publication Date: 10/28/1999
Revision Date: 1/12/2010
Length: 15 pages

AWARD WINNING CASE - This case was one of the winning cases in the 1999 Regional Asia-Pacific Case Writing Competition. Grey China is a subsidiary of Grey Advertising, based in New York. Established in 1917, Grey Advertising offered a variety of marketing and corporate services through its 377 branches in 88 countries, which employed 10,000 people. The case provides an overview of how an advertising agency functions, as well as illustrating timely advertising industry issues such as specialization and globalization. The CEO of Grey China must decide whether or not to launch an interactive services department to capitalize on the potential for a first mover advantage. Many marketing managers in Hong Kong and China were unaware of how interactive marketing could be integrated into their marketing communications programs. Grey China had the daunting task of building primary market demand for interactive marketing communications.

Teaching Note: 8A99A14 (10 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: China; Advertising; Market Analysis; Marketing Mix; Corporate Strategy
Difficulty: 4 - Undergraduate/MBA



LEO BURNETT INTERACTIVE
John S. Hulland, Robert J. Fisher, Ken Mark, Elizabeth O'Neil

Product Number: 9B00A005
Publication Date: 5/1/2000
Revision Date: 1/6/2010
Length: 16 pages

Leo Burnett Canada must decide how it should organize to provide Internet advertising services to current and potential clients. Treating the interactive group as a separate business entity has the advantages of maintaining a separate, entrepreneurial culture, to continue to develop technical and creative skills that are Internet specific, and to grow Leo Burnett's client base. Or, Leo Burnett can make the interactive group an integral part of the main agency, which provides an enhanced ability to develop and offer integrated marketing communication strategies for its clients. This strategy is most likely to lead to stronger relationships with existing clients, but is less likely to enable Leo Burnett to attract new business. The case is also an excellent platform for discussions related to the differences between full service and specialized advertising boutiques and tech shops that focus on Internet advertising. Students, if encouraged to visit several case-related Web sites, will develop a fuller understanding of the different types of agencies that exist and the services they offer. This focus naturally leads to a discussion of how the Internet is leading to changes in full-service agencies.

Teaching Note: 8B00A05 (7 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Agency; Market Strategy; Advertising; Advertising Management
Difficulty: 4 - Undergraduate/MBA


Chapter 13:
Customer Relationships and Key-Account Management

SALES TEAMS AT LEXMARK CANADA INC.
Donald W. Barclay, Karen Boehnke

Product Number: 9A98A027
Publication Date: 10/30/1998
Revision Date: 1/22/2010
Length: 14 pages

Lexmark Canada is the Canadian arm of Lexmark Inc., the global manufacturer of computer printers and related products. Lexmark Canada had reorganized its salesforce into teams of salespeople to manage regions of Canada. This was a fairly dramatic shift from an individual-based structure and compensation system. There was mixed reaction to the change with the Quebec team recently losing two of its three team members. The case addresses salesforce organization and deployment issues, and the factors that need to be considered in making these decisions. It also demonstrates the linkages between sales management decisions, since in this situation reward and recognition, recruitment and selection, and training all needed to be revisited. Finally, it highlights the current shift to team selling in many industries.

Teaching Note: 8A98A27 (7 pages)
Industry: Manufacturing
Issues: Industrial Marketing; Relationship Management; Sales Organization; Sales Management
Difficulty: 4 - Undergraduate/MBA


Chapter 14:
Sales Promotion, Exhibitions, and Trade Fairs

ELECTROHOME (C): THE MARQUEE LAUNCH
Adrian B. Ryans, Mark B. Vandenbosch, Neil Miller

Product Number: 9A95A014
Publication Date: 10/5/1995
Revision Date: 2/11/2010
Length: 2 pages

This case follows Electrohome (A): Projection Systems Division, and Electrohome (B): The Phoenix Project. The Phoenix project is on track for completion before a critical trade show in January 1993. It is now August and the management team must decide whether or not to pre-announce the product or delay the announcement for maximum impact and surprise.

Teaching Note: 8A95A12 (23 pages)
Industry: Manufacturing
Issues: Industrial Marketing; Competition; Market Strategy; Marketing Planning
Difficulty: 4 - Undergraduate/MBA


Chapter 15:
Corporate Reputation Management
Chapter 16:
Marketing Planning, Implementation, and Control

S.C. JOHNSON AND SON (R)
Roger A. More, Carolyn A. Voss

Product Number: 9A83A020
Publication Date: 1/1/1983
Revision Date: 5/5/2003
Length: 17 pages

A company which uses distributors to sell industrial cleaners and waxes is under severe competition from direct sellers and distributors of private brands. A rebate plan has been proposed which would offer distributors additional margins on more competitive larger orders. The decision is whether to implement the rebate plan.

Teaching Note: 8A83A20 (13 pages)
Industry: Manufacturing
Issues: Distribution; Product Strategy; Pricing; Industrial Marketing
Difficulty: 4 - Undergraduate/MBA


Chapter 17:
Organizing for Maximum Effectiveness
Chapter 18:
Ethical Considerations for Business Marketers

BROAD AIR CONDITIONING AND ENVIRONMENTAL PROTECTION
Zhi Yi He, Meng Sun, Paul W. Beamish

Product Number: 9B04M034
Publication Date: 6/24/2004
Revision Date: 10/14/2009
Length: 12 pages

Broad Air Conditioning is a Chinese company with a proactive environmental attitude, but suffering from deteriorating financial results. The company founder and chief executive officer must decide whether to start producing electricity powered air conditioners to improve its financial results easily or stick to its ideal and only manufacture machines powered by heat. The major theme of this case is to understand corporate social responsibility, by discussing how an enterprise can find a way to harmonize the relationship between benefitting the company and protecting the environment, especially in developing countries.

Teaching Note: 8B04M34 (8 pages)
Industry: Manufacturing
Issues: China; Corporate Responsibility; Sustainable Development; Environment; Energy; Peking University
Difficulty: 4 - Undergraduate/MBA



DOUBLECLICK INC.: GATHERING CUSTOMER INTELLIGENCE
Scott L. Schneberger, Ken Mark

Product Number: 9B01E005
Publication Date: 3/5/2001
Length: 16 pages

DoubleClick Inc., with global headquarters in New York City and over 30 offices around the world, was a leading provider of comprehensive Internet advertising solutions for marketers and Web publishers. It combined technology, media and data expertise to centralize planning, execution, control, tracking and reporting for online media companies. DoubleClick was able to track Internet-users' surfing habits (but not the surfers' identities) allowing it to personalize ads for specific market groups. When DoubleClick announced it was merging with Abacus Direct, a direct marketing company with a database of consumer names, addresses and retail purchasing habits of 90 per cent of American households, it raised many privacy-related questions and concerns. Several Internet privacy activists had filed a formal complaint with the Federal Trade Commission after being informed by media sources that DoubleClick had the ability to divulge a person's identity by merging the databases of the two companies and matching the information in cookies with a surfer's profile. The president of DoubleClick was confident that its internal practices were sound, but he wondered if they would placate advertising clients afraid of consumer backlash, the concerns of Internet surfers and the company's investors.

Teaching Note: 8B01E05 (10 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: High Technology Products; E-Commerce; Privacy Issues; Risk Management
Difficulty: 4 - Undergraduate/MBA


Chapter 19:
The Future of Business Marketing

PROSOFT SYSTEMS CANADA (B)
Terry H. Deutscher, Elizabeth O'Neil

Product Number: 9B03A003
Publication Date: 6/26/2003
Revision Date: 10/15/2009
Length: 2 pages

This is a supplement to Prosoft Systems Canada (A), product 9B03A001. A few months after the bidding alliance decision, the newly-appointed director of alliances at Prosoft must review the bid in an effort to develop an alliance policy for the business.

Teaching Note: 8B03A01 (16 pages)
Industry: Administrative, Support, Waste Management and Remediation Services
Issues: Industrial Marketing; Alliances; Sales Strategy; Market Strategy
Difficulty: 4 - Undergraduate/MBA