Informasi Umum

Kode

24.10.450

Klasifikasi

658.81 - Marketing Management

Jenis

Case Studies

Subjek

Digital Marketing

No. Rak

Dilihat

171 kali

Informasi Lainnya

Abstraksi

In the past two decades, imaging Goa (IG) and Azim Shaikh had weathered many business crises. However, as the COVID 19 pandemic unfolded, he became aware of critical fault lines in his B2B selling model. IG offered customised digital display solutions, but its primary source of revenue was B2B selling of interactive flat panel display (IFPD) devices. It, respectively, controlled about 35% and 3% of the market share of IFPD sales, respectively, in Goa and western India. IG’s success in the B2B segment was because of Shaikh’s ability to build strong relationships and customised solutions in an emerging market context. To deal with the COVID pandemic, the Indian Government had imposed a country-wide lockdown, which forced organisations to adopt work from home. This, in turn, created a pull for IFPDs. Yet, very soon Shaikh realised, in the new normal, there was a growing mismatch between his selling efforts and outcomes. Though overall revenue had not fallen much, but the veteran seller had started doubting his tried and tested relational solution selling model. Case dilemma involves the selection of appropriate selling approaches e.g. solution, insight or tiebreaker selling for different situations. This case also offers an opportunity to discuss, how to use online channels to complement B2B selling.

Koleksi & Sirkulasi

Tersedia 1 dari total 1 Koleksi

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Pengarang

Nama Pravat Surya Kar, Meeta Dasgupta
Jenis Perorangan
Penyunting
Penerjemah

Penerbit

Nama Emerald
Kota New York
Tahun 2021

Sirkulasi

Harga sewa IDR 0,00
Denda harian IDR 0,00
Jenis Non-Sirkulasi

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