Hewlett-Packard: Designjet Online 1997

At the end of 1997, having first conducted various studies, the Marketing Director of Hewlett Packard Barcelona Division (HP-BCD) is facing the decision of whether or not to set up a new website on the Internet. The purpose of the new site would be to establish a direct and interactive means of communication with the end users of the company's large format printers around the world. The case sets out a number of dilemmas concerning the proposed new relationship with the end users and the possible reactions of HP's Technical Support Organisation and the Territorial Sales Organisation, including the independent distributors of the brand, whose active participation in the project is required.