Hewlett-Packard: Designjet Online - Teaching Note
In September 1997, the Marketing Manager of the HP Barcelona Division (HP-BCD) has to decide whether or not to set up a new dedicated Internet web page. Its purpose would be to create a new direct and interactive relationship marketing link with the already existing 500,000 end users (installed base) of their large-format inkjet printers, located in any country of the world. At that time, HP-BCD had only about 50,000 of them registered. The case allows for an analysis of both internal and external consequences.
Collection: IESE (España)
Ref: MT-22-E
Format: PDF
Number of pages: 19
Publication Date: Apr 1, 2000
Language: English
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Description
In September 1997, the Marketing Manager of the HP Barcelona Division (HP-BCD) has to decide whether or not to set up a new dedicated Internet web page. Its purpose would be to create a new direct and interactive relationship marketing link with the already existing 500,000 end users (installed base) of their large-format inkjet printers, located in any country of the world. At that time, HP-BCD had only about 50,000 of them registered. The case allows for an analysis of both internal and external consequences.
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Year: 1997
Geographic Setting: Worldwide (*)
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