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Battlefield Furniture Group, Inc.
Spekman, Robert E.; Newton, Derek A.; Ranson, Alexandra Case M-0431 / Published November 2, 1993 / 9 pages.
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Product Overview

This case serves as an introduction to field sales management. A manager must address three sales representatives' ingrained behaviors in order to implement a major shift in marketing strategy. Students should recognize the nature of the "man-in-the-middle" squeeze: the manager caught between the pressure of implementing a new strategy from the top and the resistance to change from the bottom.


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  • Overview

    This case serves as an introduction to field sales management. A manager must address three sales representatives' ingrained behaviors in order to implement a major shift in marketing strategy. Students should recognize the nature of the "man-in-the-middle" squeeze: the manager caught between the pressure of implementing a new strategy from the top and the resistance to change from the bottom.

  • Learning Objectives