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Smartbi : Matching up business strategies, target customers, and marketing channels / Qian Xu, Yujie Wang.
- Format:
- Book
- Author/Creator:
- Xu, Qian, active 2024, author.
- Wang, Yujie, active 2024, author.
- Series:
- SAGE business cases.
- SAGE business cases
- Language:
- English
- Subjects (All):
- Marketing, Vertical--Case studies.
- Marketing, Vertical.
- Strategic planning--Case studies.
- Strategic planning.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : School of Management,Fudan University, 2024.
- Summary:
- Smartbi is a nascent Chinese BI services provider in such a competitive and promising market. CEO Huafu Wu is contemplating a revision of its sales strategy: whether to prioritize customized products for key accounts or offer standardized services to a wider market. The shift of sales strategy brings a relevant question regarding targeting large customers or reaching mid-sized customers through distributors. This case can be used in marketing courses to illustrate the interplay between markets and products, the distinction between horizontal and vertical market expansion, and the complexities of channel management.
- Notes:
- Description based on XML content.
- ISBN:
- 979-83-488-4788-3
- OCLC:
- 1569208489
- Publisher Number:
- T300642
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