Chemunity (B): Adapting to changing conditions
This is the continuation of the story of ChemUnity.com. The A-case (POM 220) described the situation in April 2000. Now two years have passed and the founders of ChemUnity.com, Herman Rijks and Mark-Jan Terwindt, had adapted to the changing market environment through implementation of a new business model. This is not based on electronic marketplace but on being a provider of an online sourcing portal. The case describes the development over the past two years, ChemUnity’s new approach and its challenges. Rijks and Terwindt had to decide on the where to focus in the current situation to turn the sales leads into customers and how to develop the company and the product further
June 2002
Cranfield University
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Harvard Business School Publishing
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NUCB Business School
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- Chemunity (B): Adapting to changing conditions
- Chemunity.com (Abridged)
- Chemunity (B): Adapting to changing conditions
- Chemunity.com (Abridged)
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Research Information & Knowledge Hub for additional information on IMD publications
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Research Information & Knowledge Hub for additional information on IMD publications
Case reference: IMD-7-2403 ©2023
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
The case series is an experiential exercise in virtual collaboration based on the commercial printing industry. Teams are located in Switzerland, G...
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Research Information & Knowledge Hub for additional information on IMD publications
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