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Compressors Asia Limited: transformation to project marketing firm?

Milind Trivikram Phadtare (National Institute of Construction Management and Research, Pune, India)

Publication date: 5 June 2017


Subject area

Industrial Marketing.

Study level/applicability

MBA students and participants of MDPs.

Case overview

It involves marketing of air compressors in particular and industrial equipment in general. It tries to analyse strategies on the framework of market leader strategies to facilitate growth in a challenging business environment in view of the strengths and weaknesses of the firm. It aims to identify the organizational and business model changes that may be required to be implemented in transforming a firm from a marketer of capital goods to a marketer of projects.

Expected learning outcomes

To help students/participants evaluate and select marketing strategies for a market leader under challenging business environments as well as identify important organizational and business model changes involved in transition of any firm from selling products to selling projects.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 8: Marketing.



The author thanks Ingersoll Rand India Limited, for permitting him to use the data given in its Annual Report 2015-2016 for writing this case.


Phadtare, M.T. (2017), "Compressors Asia Limited: transformation to project marketing firm?", , Vol. 7 No. 2.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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