Cookies Policy
X

This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies.

I accept this policy

Find out more here

A New Organization’s Breaking out of Cocoon: Advantech’s Dilemma in Building a “Direct Marketing Force”

No metrics data to plot.
The attempt to load metrics for this article has failed.
The attempt to plot a graph for these metrics has failed.
The full text of this article is not currently available.

Brill’s MyBook program is exclusively available on BrillOnline Books and Journals. Students and scholars affiliated with an institution that has purchased a Brill E-Book on the BrillOnline platform automatically have access to the MyBook option for the title(s) acquired by the Library. Brill MyBook is a print-on-demand paperback copy which is sold at a favorably uniform low price.

Access this article

+ Tax (if applicable)
Add to Favorites
You must be logged in to use this functionality

image of Frontiers of Business Research in China

Focusing on the recognition and resolution of conflicts between newly-created business units and existing ones, this teaching case depicts the reasons, process, and problems in Advantech’s creation and management of its direct marketing force (DMF) during the company’s changing from a multinational corporation (MNC) to a globally integrated enterprise (GIE). It also describes the designed structure and business processes of DMF, and shows the underlying conflicts among the channel sales force (CSF), key account sales force (KASF) and DMF. Also demonstrated in the case are the methods Advantech adopted to solve the conflicts, including seeking a good combination of the traditional “spider” and “starfish” models, reconciling between centralization and decentralization, creating a crossover-collaboration mechanism among different divisions, and promoting a knowledge sharing system across different regions.

10.1007/s11782-011-0147-y
/content/journals/10.1007/s11782-011-0147-y
dcterms_title,pub_keyword,dcterms_description,pub_author
6
3
Loading
Loading

Full text loading...

/content/journals/10.1007/s11782-011-0147-y
Loading

Data & Media loading...

http://brill.metastore.ingenta.com/content/journals/10.1007/s11782-011-0147-y
Loading

Article metrics loading...

/content/journals/10.1007/s11782-011-0147-y
2011-01-01
2016-12-03

Sign-in

Can't access your account?
  • Tools

  • Add to Favorites
  • Printable version
  • Email this page
  • Subscribe to ToC alert
  • Get permissions
  • Recommend to your library

    You must fill out fields marked with: *

    Librarian details
    Your details
    Why are you recommending this title?
    Select reason:
     
    Frontiers of Business Research in China — Recommend this title to your library
  • Export citations
  • Key

  • Full access
  • Open Access
  • Partial/No accessInformation