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

Abstract

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.

Citation

Wilson, R.E. (2017), "Stihl Incorporated: Go-to-Market Strategy for Next-Generation Consumers", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000320