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CASE: Managing customer relationship gaps at SKF

Author

Listed:
  • Nordin, Fredrik
  • Brozovic, Danilo
  • Kowalkowski, Christian
  • Vilgon, Mats

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.

Suggested Citation

  • Nordin, Fredrik & Brozovic, Danilo & Kowalkowski, Christian & Vilgon, Mats, 2015. "CASE: Managing customer relationship gaps at SKF," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 8(2), pages 455-463.
    • Handle: RePEc:zbw:fubjbm:123258
    as

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