Stihl Incorporated: Go-to-Market Strategy for Next-Generation Consumers

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


To understand issues related to retail channel strategy development in fast-changing consumer markets, as well as the challenges of adapting legacy routes-to-market systems to changing consumer service output demands.



Wilson, R. (2017), "Stihl Incorporated: Go-to-Market Strategy for Next-Generation Consumers", Kellogg School of Management Cases.

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