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Product Details

 9B09A003

PANELpro

Dan Dunn


Case (Field)
Source : Northeastern University

VIEW PDF  (72 kb)

Publication Date:  3/9/2009

PANELpro is a startup company and presently a subcontract assembler of control panels. Its president is a former high-tech executive with technological, management and sales experience who wants the company to grow rapidly based on such expertise. He is unsure of the business model to follow (design, assembly, parts distributor or consulting) and how to promote PANELpro. He has some information about potential customers and competition but wants more before proceeding. Two marketing research approaches have been suggested but he ponders whether he should spend his limited funds on research or act based on what he already knows from his corporate experience. If he spends on research, what should be its objective, method and possible payoff?
Disciplines :    Marketing ,  Entrepreneurship
Issue(s) :  Industrial Marketing ,  Marketing Research ,  Value of Perfect Information
Industry :  Electric & Electronic Equipment Supplies
Setting :  United States, Small organization, 2008
Difficulty : 4 - Undergraduate/MBA
Length :  9 pages

Price :  $3.95 CAD /  $3.60 USD  Printed copy
$3.30 CAD /  $3.00 USD  Permissions
$3.30 CAD /  $3.00 USD  Electronic

Related Products:
  Teaching Note: 8B09A03  (13 pages)

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