Case Study

Amazon in B2B – friend or foe? rethinking Grundfos’s european distribution channels

20 pages
May 2020
Reference: IMD-7-2119

The ”Amazon in B2B – Friend or Foe” case describes a possible entry of Amazon B2B to the European Heating Ventilation and Air Condition (HVAC) industry. The case addresses questions like core competencies, Industry attractiveness, disruption, building and sustaining a competitive advantage. The readers can discuss how Grundfos should react to the growing online distribution channel and if the current Grundfos distribution model sustainable. Where the main objective is to come up with four distribution model alternatives that Grundfos can implement and choose the one that Grundfos shall pursue and argue why the model is chosen

Learning Objective
  • This case addresses business strategy, digital disruption, establishing and sustaining competitive advantage and how to navigate distribution channel dilemmas.
  • Where the reader specific shall use Porter 5 Forces, Porters Value Chain, core competencies, Key Success Factors, Strategy Diamond by Hambrick and Fredrickson.
Strategy Diamond, Key Success Factor, Core Competency, Distribution, Digitalization, Business Model, Five Forces Framework
Amazon, Construction and Engineering, Mechanical Engineering
Field Research
© 2020
Available Languages
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Teaching note
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