Alphatech India Limited: B2B Customer Retention
(6 pages of text)
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.
- 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.
Information, Media & Telecommunications
India, Large, 2012
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