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Achieving Market Orientation

In: From Coal to Biotech

Author

Listed:
  • Jean-Pierre Jeannet
  • Hein Schreuder

Abstract

This chapter describes the events that led DSM to ask IMEDE to propose a program to change its traditional industrial sales and marketing effort based upon commodity selling towards more of a market orientation better suited for future market conditions. A description of the resulting IMPACT program is offered with the background to the chosen design and delivery. An explanation of the origins of the core concepts is given. The program launch and roll-out is described in the context of a major campus building and renovation project as well as the merger with IMI-Geneva leading to a change in the institute’s name to IMD.

Suggested Citation

  • Jean-Pierre Jeannet & Hein Schreuder, 2015. "Achieving Market Orientation," Springer Books, in: From Coal to Biotech, edition 127, chapter 4, pages 67-84, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-46299-7_4
    DOI: 10.1007/978-3-662-46299-7_4
    as

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