Hunter, Mark Lee, Luk N. Van Wassenhove and Maria Besiou (2014)

Lawnsite.com vs dupont (C): After the crisis

INSEAD: Fontainebleau, (2014).

, INSEAD : Fontainebleau.

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Abstract: This is part of a case series.The introduction of a new class of persistent herbicides is anticipated by DuPont as a game-changer for the firm and its customers. Instead, the product creates unforeseen damage to vegetation. The mobilisation of the customer base soon extends to the general public and regulators, leading to withdrawal of the product and ultimately the sale of the DuPont business unit concerned. Participants will learn that in the age of stakeholder-controlled media, the classic means of customer engagement are inadequate. Power has shifted from the firm to the customer, particularly in a B2B setting. The vehicle for this shift, the online forum, remains poorly understood and utilised by most firms. Participants will see that customer power can destroy entire business units. Learning objectives: 1. Participants will learn that in the age of stakeholder-controlled media, the classic means of customer engagement are inadequate. 2. Power has shifted from the firm to the customer, particularly in a B2B setting. 3. The vehicle for this shift, the online forum, remains poorly understood and utilised by most firms. Participants will see that customer power can destroy entire business units. https://www.thecasecentre.org/main/products/view?id=122565

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