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This assignment answers the following questions on the case study –
1. What were the key findings of the market research in terms of the overall relative importance of the issues affecting B2B trade marketing in Texfin’s sector?
2. Drawing upon the case findings, as well as your own knowledge of B2B marketing and SCM, what actions would you recommend to Texfin’s senior management?
3. What are the implications of this study for how we understand manufacturer/retailer IORs in general? (For instance, think of how Texfin’s sector compares to other sectors where the balance of power between supplier and distributor might be different)
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