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Article
Publication date: 1 August 2004

Olaf Ploetner

NEGBI is a large company that has telecommunication, coordinated by NEGBI PN, as one of its core competences. NEGBI PN had a strong market position based on supplying its…

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Abstract

NEGBI is a large company that has telecommunication, coordinated by NEGBI PN, as one of its core competences. NEGBI PN had a strong market position based on supplying its high‐quality switch, the complex device that connects senders and receivers in telecommunication networks. Changes over the past 20 years meant that many state‐owned companies were privatized, forcing telecom suppliers to develop more competitive products. Technological innovations strongly increased the complexity in the market. These factors created a challenge for billing technology to master highly complex tasks. NEGBI PN decided to enter this market, due to its particularly high growth rates. Selling the systems was directed to local branch offices in 96 countries. Large turnover was expected because of the opportunity to reach potential customers world‐wide. The challenge for NEGBI PN was to introduce their billing solutions with a solid marketing strategy.

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Journal of Business & Industrial Marketing, vol. 19 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 1 April 2006

Olaf Ploetner

This article seeks to discuss LUZ, a Brazilian energy supplier that has decided to use their network for telecommunication.

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Abstract

Purpose

This article seeks to discuss LUZ, a Brazilian energy supplier that has decided to use their network for telecommunication.

Design/methodology/approach

This case describes the acquisition‐process from the perspective of the ESCRA sales manager, whose actions are analyzed, evaluated and discussed in class.

Findings

LUZ, a Brazilian energy supplier, has decided to use their network for telecommunication. They found a subsidiary named LUZATEL for purchasing the required IT equipment. Four IT companies make it to the short list. One of them is ESCRA. ESCRA is a large Swedish producer of telecommunication equipment, who has recently started to additionally offer IT solutions.

Originality/value

This paper uses a Brazilian energy supplier as a case study.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 3
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 9 October 2009

451

Abstract

Details

Journal of Business & Industrial Marketing, vol. 24 no. 8
Type: Research Article
ISSN: 0885-8624

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