CASE: Managing customer relationship gaps at SKF

Fredrik Nordin, Danilo Brozovic, Christian Kowalkowski and Mats Vilgon

jbm - Journal of Business Market Management, 2015, vol. 8, issue 2, 455-463

Abstract: This teaching case study focuses on SKF, a leading supplier of products, services and solutions. It consists of an overview of the company and then a narrative concentrating on the sudden loss of a large customer relationship. Moreover, it explores how central individuals devise various strategies to recover the relationship. The purpose is to stimulate a discussion concerning alternative ways for handling such relationship losses. The case is especially suited as a starting point for discussions of different marketing strategies and customer relationship tactics. Teaching notes are provided with discussion questions and possible answers.

Keywords: Service; Disintermediation; Industrial marketing; Intermediaries; Servitization; Solutions (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:fubjbm:123258

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