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