Abridged case study 1: Office Products Direct Europe
This abridged case study, like that in Chapter 13, features a real example of the principles outlined in this book being applied to a company. (We have changed the name of the company and the people involved.) This study highlights only the pertinent points that reinforce those principles, and does not feature the plethora of tasks that are performed in any extensive transformation. Where necessary, we have adapted the language for the purposes of clarity. The study demonstrates how focusing on customer purpose can turn around a company when the situation is tough.
KeywordsEurope Marketing Expense Managing Director Product Line
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