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 tidskrift||Journal of Business Market Management|
|Status||Publicerad - 2015|
|MoE-publikationstyp||A1 Originalartikel i en vetenskaplig tidskrift|
- 512 Företagsekonomi
- Industrial marketing