Borusan Cat: Scaling AI in a Relationship Driven Market

By Zhang, Shunyuan / Cihan Dincsoy, Gizem

Marketing

Should Borusan Cat focus on converting its large, reluctant customers, or double down on digitally receptive segments? More broadly, how could Boom360 drive the leap from 45% to 60-70% service revenue, while sustaining Borusan Cat's growth?

Collection: HBSP (USA)

Ref: HBS-526023-E

Format: PDF

Number of pages: 20

Publication Date: Feb 19, 2026

Language: English

Description

Year: 2025

Geographic Setting: Turkey

Industry Setting: Construction and engineering

Borusan Cat: Scaling AI in a Relationship Driven Market

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Borusan Cat: Scaling AI in a Relationship Driven Market

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Borusan Cat: Scaling AI in a Relationship Driven Market

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