SKF Bearings: Market Orientation Through Services Harvard Case Solution & Analysis

SKF, the largest manufacturer of bearings in the world, decided in 1987 to change its focus significantly. Although the Swedish company is still number one in the field, its profitability and return on assets were discharged in 1985. In order to remain an industry leader, the company had to give customers what they want, not just what the firm produced. Goran Malm was appointed to the process of changes in SKF. "Hide
by Sandra Vandermerwe, Marika Taishoff Source: IMD 24 pages. Publication Date: 01 January 1990. Prod. #: IMD069-PDF-ENG

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