IMD's selection of case studies on business to business
Bhanton Towels: The pricing dilemma of an exporter
In April 2022, Bhanton Towels (Bhanton), an export-oriented company in the Philippines, received an order from AliTex Enterprises (AliTex), China. One
Case study ●
Business to Business - Pricing - Strategy - Marketing
By Emeritus Professor Dominique Turpin, Maria Theresa Manalac, Shweta Pandey and Sandeep Puri July 2022
Tetra Pak: A digitally enabled supply chain as a competitive advantage
This case describes packaging supplier and equipment vendor Tetra Pak and their Digital Transformation Program, detailing why Tetra Pak undertook this
Case study ●
Supply Chain - Digital - Big Data - Business to Business
By Professor Ralf W. Seifert and Richard Markoff November 2018
As the market leader in fastening technology Bossard maintained a global network of more than 1,800 employees in 50 countries from its headquarters in
Case study ●
Strategy - Business to Business
By Professor Stefan Michel Award winner
Cargill: Building a global brand for the world's largest private company (A)
The two-part case series examines the challenge of building a global brand for Cargill – the world’s largest private company - Part 1
Case study ●
Marketing - Brand Management - Change Management - Business to Business
By Professor Goutam Challagalla and Athanasios Kondis November 2016
Business Model Innovation: Michelin Fleet Solutions - From Selling Tires To Selling Kilometers
This case investigates the difficulties that industrial groups face when they transition from selling products to providing service.
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Service Excellence - Marketing - Operations - Business to Business
By Wolfgang Ulaga, Professor Frédéric Dalsace and Chloé Renault June 2013
Value selling at SKF Service (C): Meeting John Elliot
The case is the final instalment in the SKF series describing the meeting between Steelcorp and SKF representatives and the ensuing price negotiation.
Case study ●
Marketing - Negotiation - Business to Business
By Emeritus Professor Kamran Kashani Award winner
Value selling at SKF Service (A): Tough buyer confronts strategy
SKF senior management is considering a response to Steelcorp’s invitation which is supported by the company’s distributor but opposed by the company.
Case study ●
Marketing - Negotiation - Business to Business
By Emeritus Professor Kamran Kashani and Aimee DuBrule Award winner
Value selling at SKF Service (B): Facing a tough buyer
This case is the follow up to Value Selling at SKF (A) and updates the students on important decisions and events.
Case study ●
Marketing - Negotiation - Business to Business
By Emeritus Professor Kamran Kashani and Aimee DuBrule November 2009Award winner
ABB and Caterpillar (A): Key account management
This case series explores the issues faced by the key account manager appointed to handle one of the company’s major accounts - Part 1
Case study ●
Strategy - Customer Centricity - General Management - Business to Business
By Professor Winter Nie, Thomas E. Vollmann and Inna Francis August 2007
Award-winning and Best-selling Case Studies on Business to Business