Battlefield Furniture Group, Inc.
Publication date: 20 January 2017
Abstract
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.
Keywords
Citation
Spekman, R.E., Newton, D.A. and Ranson, A. (2017), "Battlefield Furniture Group, Inc.", . https://doi.org/10.1108/case.darden.2016.000035
Publisher
:University of Virginia Darden School Foundation
Copyright © 1993 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.