CASE: Managing Customer Relationship Gaps at SKF

Fredrik Nordin, Danilo Brozovic, Christian Kowalkowski, Mats Vilgon

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review


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.
Referentgranskad vetenskaplig tidskriftJournal of Business Market Management
Sidor (från-till)455-463
StatusPublicerad - 2015
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift


  • 512 Företagsekonomi
  • Service
  • Disintermediation
  • Industrial marketing
  • Intermediaries
  • Servitization
  • Solutions

Citera det här