Ivey Publishing
iQmetrix and Straker Translations: Evaluating First Contact
Product Number:
9B18A069
Publication Date:
05/21/2019
Revised Date:
12/12/2018
Length:
20 min
Product Type:
Case (Field)
Source:
Ivey
Using raw, uncut footage, this video case asks students to evaluate the effectiveness of the first contact that took place in November 2016 between representatives from two technology companies—iQmetrix and Straker Translations. The two firms are contemplating a business partnership in which Straker will provide iQmetrix with translation services. First contact calls generally precede every business partnership and are normally completed only after the respective business-development or sales representatives have prepared for the call by learning the basics about the other side’s organization—in particular, whether there is a good fit between what the buyer needs and what the supplier can provide in terms of quality, cost, and capabilities of service.
Learning Objective:
The case can be used to teach an undergraduate- or graduate-level course on sales management, marketing, communications, or negotiations. By completing this case, students will have the opportunity to learn the following:
  • Effective questioning.
  • Active listening.
  • Understanding relational versus transactional communication styles.
  • Deconstructing performance.
  • Evaluating best practice.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Information, Media & Telecommunications
Setting:
Canada, Medium, 2016
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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