This teaching case study focuses on SKF, a leading supplier of products, services and solutions. It consists of an overview of the company and then a narrative concentrating on the sudden loss of a large customer relationship. Moreover, it explores how central individuals devise various strategies to recover the relationship. The purpose is to stimulate a discussion concerning alternative ways for handling such relationship losses. The case is especially suited as a starting point for discussions of different marketing strategies and customer relationship tactics. Teaching notes are provided with discussion questions and possible answers.
|Peer-reviewed scientific journal||Journal of Business Market Management|
|Publication status||Published - 2015|
|MoE publication type||A1 Journal article - refereed|
- 512 Business and Management
Nordin, F., Brozovic, D., Kowalkowski, C., & Vilgon, M. (2015). CASE: Managing Customer Relationship Gaps at SKF. Journal of Business Market Management, 8(2), 455-463. http://www.jbm-online.net/index.php/jbm/article/view/110/92