A Line in Water: A Case of Customer Relationship Management

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Author(s): Chandra Shekhar Padhi (Great Lakes Institute of Management, India)
Copyright: 2014
Pages: 12
Source title: Cases on Consumer-Centric Marketing Management
Source Author(s)/Editor(s): Vimi Jham (Institute of Management Technology, Dubai, UAE)and Sandeep Puri (Institute of Management Technology, Ghaziabad, India)
DOI: 10.4018/978-1-4666-4357-4.ch004

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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Abstract

According to C. K. Prahlad and Venkatram Ramaswamy, “The competence that customers bring is a function of the knowledge and skills they possess, their willingness to learn and experiment, and their ability to engage in active dialogue.” This case examines the necessity of these functions in order to bring delight in the minds of the customer and give them an experience as a whole. The case outlines few failures which results due to poor planning in the strategy of a new product launch. The case also casts light on the distance which is generated between the sales force and the company. These distances occur due to various factors like resistance to change by the sales force, pressure from higher management on strategic compliance, and inefficient communication strategies between the two. The case helps in understanding the fragile bridge which connects the higher management of the company to the sales team on field.

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