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Teaching note for case: managing customer relationship gaps at SKF
Stockholm University, Faculty of Social Sciences, Stockholm Business School.ORCID iD:
Stockholm University, Faculty of Social Sciences, Stockholm Business School.
2015 (English)In: Journal of Business Market Management, ISSN 1864-0753, E-ISSN 1864-0761, Vol. 8, no 2, 464-475 p.Article in journal (Refereed) Published
Abstract [en]

This teaching case was designed to stimulate creative and critical thinking among graduate students majoring in marketing or management through their engagement in a reality-based situation involving a strategic managerial challenge. The central challenge is how business-to-business firms such as SKF can handle situations where various kinds of third-party actors are entering between them and their end customers. Such “third party threats” may possibly enable them to reach some of their end-customers more effectively but, more importantly here, it may also negatively influence their relationships with the customers. In this teaching note, the challenge is linked to issues such as: commoditization, value, servitization, branding, and relationship management

Place, publisher, year, edition, pages
2015. Vol. 8, no 2, 464-475 p.
National Category
Business Administration
URN: urn:nbn:se:su:diva-125373OAI: diva2:892546
Available from: 2016-01-11 Created: 2016-01-11 Last updated: 2016-03-17Bibliographically approved

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Nordin, FredrikBrozovic, Danilo
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