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Case Study

Bukser & Berging (B): Marketing the fin first tractor tug tugboat service

By Jean-Pierre Jeannet and Inna Francis

12 pages

December 2005

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Reference: IMD-3-1625

In 2004, several years after having launched the new revolutionary tugboat technology (FFTT), John Nielsen, CEO of Buksér og Berging, is reviewing progress of the marketing of the new tugs. Although some of the newly designed tugs have been placed with selective harbor operators in Norway, market reaction has been cautious to slow, and BB is disappointed by the slow pick-up for its new FFTT tugs. The case offers a description of the marketing since the launch and asks for new ideas to speed up market adoption for this new service. This case was designed for use in courses which focus on marketing new technologies and services and corporate entrepreneurship.

Keywords

New Service Launch, Global Marketing, Value Chain Marketing, New Technology Launch, Shipping, Corporate Entrepreneurship

Settings

World/global, Norway
2004

Type

Field Research

Available Languages

English

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