This B2B role-play case, with its six supplements, is a six part interaction between competing Original Equipment Manufacturers, Distributors and End Users, each with their own business priorities. It is an excellent case to explore organizational buying behaviour, the discipline of the selling process, and the management of sales resources (time) as an asset. It can be included in an introductory marketing course at the MBA or undergraduate level. It is equally effective for executive development. It also fits in a B2B marketing course to explore organizational buying behaviour, or in the introduction module of a sales management course.
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