Product Overview

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 raised in the A case (UVA-M-0470). It documents what happened to the key competitors after the Los Angeles decision was finalized.