Ivey Publishing
Alphatech India Limited: B2B Customer Retention
Product Number:
9B12M109
Publication Date:
12/14/2012
Revised Date:
12/14/2012
Length:
7 pages (6 pages of text)
Product Type:
Case (Field)
Source:
Ivey/ISB
The case presents the sequence of events that occurred when a global leader in automated information management technology had to compete fiercely to retain one of its key customers. It presents the environment for B2B sales and the challenges facing the company in a fiercely competitive scenario. The case describes in detail the politics and personalities involved and the importance of relationships and optimism in making sales. It is intended to stimulate readers to explore situation restoration strategies for an existing technology provider that faces the emergence of a capable competitor. Discussion of such strategies involves ethical considerations and highlights the thin divide between ethics and diplomacy in selling efforts.
Learning Objective:
  • To illustrate how one of the key participants in the buying process can threaten the prospects of a sale for a market leader.
  • To analyze the purchase decision dynamics in a large business enterprise.
  • To explore customer retention strategies in the event of a recent surge in competition.
Issues:
Disciplines:
General Management/Strategy,  International
Industries:
Information, Media & Telecommunications
Setting:
India, Large, 2012
Intended Audience:
MBA/Postgraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (8 pages)
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