European Market Entry – The Case of DeLaval

Henrik Glimstedt
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Henrik Glimstedt: Stockholm School of Economics

Chapter 11 in Diversity in European Marketing, 2012, pp 235-252 from Springer

Abstract: Abstract On October 25th, 2008, Benoît Passard, Vice President Marketing and Communications with DeLaval, the Swedish international market leader in dairy farming equipment and automation, prepared for a meeting with the company’s executive team concerning “how to go to markets.” The backdrop for the meeting was a mix of good and bad news. On the one hand, the company’s investments in robotic high-tech solutions for dairy farming had been crowned with success, confirming the company’s dominating market position with its cutting- edge technologies.

Keywords: Dairy Farm; Somatic Cell Count; Dairy Farming; Sales Representative; Milk Quality (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-6976-7_11

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DOI: 10.1007/978-3-8349-6976-7_11

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