Hiperbaric: B2B 2.0

Name: Hiperbaric: B2B 2.0 (English version)
SKU: M-1303-E

Foncillas, Pablo

Product #:M-1303-E

Supplier:IESE Publishing

Discipline:General Management

Setting:América del Norte; España; Japón, 2011

Details:Case (PDF) • 15 pages • 2013-01-10

Subjects:

Marketing Sales and marketing Leadership and managing people Management

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This case touches on the problems faced by a company, a global leader with a presence all over the world, dedicated to selling machinery at high prices ($1 million average purchase) in a B2B environment. The case discusses how and why the company should develop its digital presence as opposed to increasing its commercial presence by hiring more salespeople to sell its products. Should the company look for new salespeople? Does it make sense for it to build up a presence in social media? How can it best make use of the Internet?

Learning Objectives

The case is appropriate for use in both executive education and degree programs (EMBA and MBA).