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ESCRA

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

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 April 2006

849

Abstract

Purpose

This article seeks to discuss LUZ, a Brazilian energy supplier that has decided to use their network for telecommunication.

Design/methodology/approach

This case describes the acquisition‐process from the perspective of the ESCRA sales manager, whose actions are analyzed, evaluated and discussed in class.

Findings

LUZ, a Brazilian energy supplier, has decided to use their network for telecommunication. They found a subsidiary named LUZATEL for purchasing the required IT equipment. Four IT companies make it to the short list. One of them is ESCRA. ESCRA is a large Swedish producer of telecommunication equipment, who has recently started to additionally offer IT solutions.

Originality/value

This paper uses a Brazilian energy supplier as a case study.

Keywords

Citation

Ploetner, O. (2006), "ESCRA", Journal of Business & Industrial Marketing, Vol. 21 No. 3, pp. 189-194. https://doi.org/10.1108/08858620610662831

Publisher

:

Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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