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NEGBI – introducing new systems in the telecom market

Olaf Ploetner (Managing Director, European School of Management and Technology, Berlin, Germany)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 August 2004



NEGBI is a large company that has telecommunication, coordinated by NEGBI PN, as one of its core competences. NEGBI PN had a strong market position based on supplying its high‐quality switch, the complex device that connects senders and receivers in telecommunication networks. Changes over the past 20 years meant that many state‐owned companies were privatized, forcing telecom suppliers to develop more competitive products. Technological innovations strongly increased the complexity in the market. These factors created a challenge for billing technology to master highly complex tasks. NEGBI PN decided to enter this market, due to its particularly high growth rates. Selling the systems was directed to local branch offices in 96 countries. Large turnover was expected because of the opportunity to reach potential customers world‐wide. The challenge for NEGBI PN was to introduce their billing solutions with a solid marketing strategy.



Ploetner, O. (2004), "NEGBI – introducing new systems in the telecom market", Journal of Business & Industrial Marketing, Vol. 19 No. 5, pp. 344-350.



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Copyright © 2004, Emerald Group Publishing Limited

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