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European Market Entry – The Case of DeLaval

In: Diversity in European Marketing

Author

Listed:
  • Henrik Glimstedt

    (Stockholm School of Economics)

Abstract

On October 25th, 2008, Benoît Passard, Vice President Marketing and Communications with DeLaval, the Swedish international market leader in dairy farming equipment and automation, prepared for a meeting with the company’s executive team concerning “how to go to markets.” The backdrop for the meeting was a mix of good and bad news. On the one hand, the company’s investments in robotic high-tech solutions for dairy farming had been crowned with success, confirming the company’s dominating market position with its cutting- edge technologies.

Suggested Citation

  • Henrik Glimstedt, 2012. "European Market Entry – The Case of DeLaval," Springer Books, in: Thomas Rudolph & Bodo B. Schlegelmilch & András Bauer & Josep Franch & Jan Niklas Meise (ed.), Diversity in European Marketing, edition 127, chapter 11, pages 235-252, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-6976-7_11
    DOI: 10.1007/978-3-8349-6976-7_11
    as

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