Gildemeister Lathes Ltd

Abstract

Purpose

This case study sets out to draw a detailed picture of the business relationships between Gildemeister Lathes Ltd and its two competing in‐suppliers, Siemens and Heidenhain.

Design/methodology/approach

On the basis of a profound analysis of the relationship context and by identifying the drivers of commitment the reader should identify some starting‐points to develop a sales strategy in order to keep and raise Siemens' share of the business with Gildemeister.

Findings

The case study enables the discussion of customer value‐drivers within a relationship context and puts an emphasis on the assessment of a multi‐stage marketing‐approach focusing on different units within a complex customer organisation and taking into account the “customer's customer”‐perspective.

Originality/value

This paper provides a detailed case study of Gildemeister Lathes Ltd, Siemens, and Heidenhain.

Citation

Heimers, U., Kupp, M. and Reitz, U.T. (2006), "Gildemeister Lathes Ltd", Journal of Business & Industrial Marketing, Vol. 21 No. 2, pp. 118-123. https://doi.org/10.1108/10610420610651340