Achieving Market Orientation

Jean-Pierre Jeannet and Hein Schreuder

Chapter 4 in From Coal to Biotech, 2015, pp 67-84 from Springer

Abstract: Abstract This chapter describes the events that led DSM to ask IMEDE to propose a program to change its traditional industrial sales and marketing effort based upon commodity selling towards more of a market orientation better suited for future market conditions. A description of the resulting IMPACT program is offered with the background to the chosen design and delivery. An explanation of the origins of the core concepts is given. The program launch and roll-out is described in the context of a major campus building and renovation project as well as the merger with IMI-Geneva leading to a change in the institute’s name to IMD.

Keywords: Market Orientation; Industrial Market; Functional Strategy; International Firm; White Board (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-662-46299-7_4

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DOI: 10.1007/978-3-662-46299-7_4

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