European Market Entry – The Case of DeLaval
On October 25th, 2008, Benoît Passard, Vice President Marketing and Communications with DeLaval, the Swedish international market leader in dairy farming equipment and automation, prepared for a meeting with the company’s executive team concerning “how to go to markets.” The backdrop for the meeting was a mix of good and bad news. On the one hand, the company’s investments in robotic high-tech solutions for dairy farming had been crowned with success, confirming the company’s dominating market position with its cutting- edge technologies.
KeywordsDairy Farm Somatic Cell Count Dairy Farming Sales Representative Milk Quality
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