Success Stories

The following case studies illustrate companies that dramatically improved their market share and corporate value by exercising marketing initiatives that separated them from their competitors.

The cases have these elements in common:

• Each occurred in an industry populated by a number of competing companies that all had access to the same technologies, economies, information, and customers.
• The industries in which these cases occurred either were mature at the time of the case, or appeared to be.
• Each business described here generates its entire revenue stream from business-to-business commerce.

Names are fictitious, but the stories are true.

New Market Segment - Major Accounts
By the late-1980s, US West Cellular, like the rest of the still-new cellular industry, had effectively penetrated the affluent and emergency. Cellular phones and airtime were still rather expensive, but were considered affordable for occasional emergency use, or for making calls from the bridge of one’s yacht. Other than construction contractors and real estate brokers, for whom cellular was irresistible, business shunned cellular. More...

New Market Segment
Northwest Truck Products is a market leader in a specialized product for heavy trucks in the logging industry. Addition of an onboard computer to the product makes it ideal for the refuse market. How do they transfer their marketing approach from logs to garbage? More...
Sales Team Restructure Needed
Eastern European Enterprises was formed to sell industrial products to gold mines in the Russian Far East. Rapid success has grown it to 44 employees, including seven field offices in two countries, but management structure hasn't evolved past the startup stage. It's a familiar rapid-growth management dilemma - how to restructure to maintain momentum? More...
More Case Studies Coming Soon...

Copyright © 2004 James Russell