Newsletter

Spekman, Robert E.

View as
Sort by
Display per page

A Note on Sizing the Sales Force

This note describes several approaches one could employ to size a sales force. It addresses the advantages of each approach as well as the weaknesses. The case entitled "Z Associates: Sizing the Sales Force" (UVA-M-0745) provides a real-world example of one company's attempt to select the correct approach, and includes a supplemental Excel file for students. ...

Alliance Between IBM and Apple Computers

This case examines the alliance between two arch rivals in the computer industry--IBM and Apple. The objective of the case is to help students appreciate the awkward partnerships that arise among companies in their desire to compete against a common threat as well as to develop a new market. The case develops the background of the relationship between Apple and IBM and poses questions concerning t ...

AT&T and Olivetti: Analysis of a Failed Strategic Alliance

This case examines the early stages of an alliance between two firms. The case deals with the reasons why the alliance makes sense, and documents how the alliance degrades and eventually fails. It demonstrates how the different expectations of partners can affect the nature and tone of their relationship. ...

Battlefield Furniture Group, Inc.

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. ...

Bombardier (A): The Procurement Decision of Light Rail Cars for the Los Angeles Metro Transit Authority

The purpose of the case is to help students understand the complex nature of a visible and expensive organizational buying process. The goal is to help students appreciate the nature of the selling task, the complex interplay of different decision-making-unit members, and both the political and economic factors that often permeate such purchasing decisions. The A case (see also the B case, UVA-M-0 ...

Bombardier (B): The Los Angeles Metro Transit Authority Decision

The purpose of the case is to help students understand the complex nature of a visible and expensive organizational buying process. The goal is to help students appreciate the nature of the selling task, the complex interplay of different decision-making-unit members, and both the political and economic factors that often permeate such purchasing decisions. The B case brings closure to the issues ...

BP in Russia: Bad Partners or Bad Partnerships? (A)

This case pairing is used in Darden's "Business to Business Marketing" course elective. Following the Deepwater Horizon oil spill, BP seeks to expand its assets and revenues, so it looks to Russia, but a planned alliance with a Russian state-owned oil company is thwarted by objections from another Russian oil partner. This case maps BP's strategic alliances and illustrates the importance of allian ...

BP in Russia: Bad Partners or Bad Partnerships? (B)

This second part of a two-part case provides the epilogue to the story of BP's conflicts with Russian oil partners and underscores the importance of alliance management. ...

Collaborative E-Commerce: Shaping the Future of Partnerships in the Healthcare Industry

The purpose of this case is to provide insight into the dynamics of the pharmaceutical industry and to offer one view of the changing business model in the industry. What was once a vertically integrated business model for the large drug manufacturers has now been supplanted by contract manufacturers and other intermediaries that have changed the nature of competition. Cardinal has become far more ...

Comdial Corporation

Set in a telecommunications context, this case helps students understand the channel pressures facing a firm as it develops new technology. Comdial has introduced a new technology (CTI), and is questioning whether its existing channels have sufficient expertise to market the product successfully and what activities it must perform to complement the channel-marketing efforts. ...

Compact Fluorescent Bulbs: 15 Years Later

Compact fluorescent bulbs (CFLs) lasted five to six times longer?8,000 to 12,000 hours?than comparable incandescent bulbs and consumed 75% less energy. By July 2008, prices had fallen as low as $2 or so per bulb, compared with $0.25 for standard bulbs. But manufacturers had yet to crack the code on how to get consumers to choose these innovative energy-efficient light bulbs over standard bulbs. ...

Customer Segmentation in Business-to-Business Markets

The purpose of this note is to help students better understand the concept of customer segmentation in a business-to-business (B2B) context, focused on such topics as the role segmentation plays in the larger marketing strategy of which it is a part, the process, primary approaches, and variables. ...
Stay Connected: