IMD-3-1627 © 2006
Jeannet, Jean-Pierre; Francis, Inna
LINAK; a Danish business making workplace desk parts to move desks (sit/stand desk mode) is confused by the sluggish uptake of the marketplace for its brand-new desk designs. Marketing to desk OEMs; Linak has actually had terrific success in Denmark and Sweden just; however a lot more frustrating sales in other European and global markets.
The marketing supervisor for its Deskline items is probing the hard work todate; and has to create a brand-new marketing method that can get rid of market suspicion or resistance. This case was established for courses handling international marketing and brand-new item intros or innovations.
Subjects: Global Marketing; Marketing Strategy; Market Entry Strategy; Product Pricing; Key Account Management; Sales Management; Market Regulations; Value Chain Marketing
Settings: Denmark; International; Global; Office Furniture; Furniture Component Manufacturers; €175 million in 2004; 2005
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