Abstract
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.
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© 2012 Gabler Verlag | Springer Fachmedien Wiesbaden
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Glimstedt, H. (2012). European Market Entry – The Case of DeLaval. In: Rudolph, T., Schlegelmilch, B., Bauer, A., Franch, J., Meise, J. (eds) Diversity in European Marketing. Gabler Verlag. https://doi.org/10.1007/978-3-8349-6976-7_11
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DOI: https://doi.org/10.1007/978-3-8349-6976-7_11
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