As owner and CEO, Wim van der Borg bananas grown in 8 years is 4.5 million of 40 million euros in a group of companies with a variety of field marketing activities in Belgium and the Netherlands. The core of the group consisted of two companies - bananas and demonstrations - which were promptly completely independent and acted as a competitor in the market. The two companies have different strengths and different cultures. In August 2008, Wim need to decide on the right degree of interaction and integration of Bananas and demonstrations. He also wanted to expand the activities of companies to a more comprehensive marketing proposal and to consider the possibility of international expansion.
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by Eric J. Van den Steen Source: Harvard Business School 12 pages. Publication Date: December 4, 2011. Prod. #: 712451-PDF-ENG
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