Case Study

Chemunity (B): Adapting to changing conditions

5 pages
October 2002
Reference: IMD-6-0224

This is the continuation of the story of The A-case (POM 220) described the situation in April 2000. Now two years have passed and the founders of, 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

Supply Chain, Sourcing, Purchasing, eMarketplace, Collaboration, Start-up, Chemicals, Production Management, Operations Management
June 2002
Field Research
© 2002
Available Languages
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This case study is part of a series
This case study is part of a series
Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics (Abridged)
By Carlos Cordon Thomas E. Vollmann and Petri Lehtivaara
Case reference: IMD-6-0235 ©2001
This is the abridged version of, a case that focuses on the possible success of a start-up in the electronic marketplace. presents a rather special example of B2B--one that allows an appreciation of the subtle differences that need to be considered in understanding the world of business through the Internet. The original unabridged version of the case was developed in the internet format which facilitates understanding of the key issues and combines the content of e-business with the experience/feeling of e-business. The issues of B2B e-commerce are dealt with from the perspective both of the industry and of a new e-business venture. has to overcome many challenges including ramp-up, scaleable software and market penetration.
Reference IMD-6-0235
Copyright ©2001
Copyright owner IMD Copyright
Available Languages English

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