Streber Inc. Dealer Outlet Survey (A)
The president of Streber has received a research study of dealer outlets (druggists) indicating that Streber's salesforce ranks high when compared with 19 competitors, but the company is rated very poorly on every service dimension from delivery through to billing. The president needs to decide how and when to share the data with people in the company. He also needs to develop a more analytical approach to managing the business. A supplementary case Streber Inc. Dealer Outlet Survey (B)
- To illustrate the importance of a mutually-beneficial manufacturer to retail/customer relationship for a company's survival and prosperity.
- To highlight the important roles of departments and functional groups, other than sales and marketing, in creating and sustaining an effective retail/customer relationship.
- To highlight that the goals of individuals encouraged by the reward/punishment systems in departments other than sales and marketing can be in conflict with overall company objectives of establishing effective working relationship with its retail/customers.
Canada, Medium, 1991
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