IMD-3-1625 © 2005
Jeannet, Jean-Pierre; Francis, Inna
In 2004; a number of years after having actually introduced the brand-new innovative tugboat innovation (FFTT); John Nielsen; CEO of Buksér og Berging; is evaluating development of the marketing of the brand-new pulls. Some of the recently created yanks have actually been positioned with careful harbor operators in Norway; market response has actually been mindful to slow; and BB is dissatisfied by the sluggish pickup for its brand-new FFTT pulls.
The case provides a description of the marketing because the launch and requests originalities to accelerate market adoption for this brand-new service. This case was developed for usage in courses which concentrate on marketing brand-new innovations and services and industrial entrepreneurship.
Subjects: New product introduction; New service introduction; Global marketing; Value chain marketing; New technology launch
Settings: Norway; International; Global; Shipping; US$ 30 million; 2004
Related Case Solutions & Analyses:
NAACP
Dows Bid For Rohm And Haas
Medfield Pharmaceuticals
CHINT Group (B): Moving Up The Value Chain
Clinton Devon Estates: Since 1299; A Culture Of Distinction (A)
Covalys: Managing The Company’s Growth And Development Strategy
Danfoss Motion Controls And Holip (A) (Abridged)
Desso (B): Making It Happen—The Implementation Of A C2C Business Model
Do Star Performers Need To Network? (B): Re-Entry & Visibility: Bénédicte Foucart
National Electric Corp.
