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Battlefield Furniture Group, Inc.

Publication date: 20 January 2017


This case serves as an introduction to field sales management. A manager must address three sales representatives' ingrained behaviors in order to implement a major shift in marketing strategy. Students should recognize the nature of the "man-in-the-middle" squeeze: the manager caught between the pressure of implementing a new strategy from the top and the resistance to change from the bottom.



Spekman, R.E., Newton, D.A. and Ranson, A. (2017), "Battlefield Furniture Group, Inc.", .



University of Virginia Darden School Foundation

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