3M Automotive Aftermarket Division
Muylle, Steve Rangarajan, Deva Dom, Alfons
Muylle, Steve
Rangarajan, Deva
Dom, Alfons
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2007
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Book
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Abstract
This case highlights the various factors that affect how an organisation moves from a product focused approach to a solution-based approach. The case incorporates the process change involved in this transition, and in particular focuses on the changes in customer orientation, the corresponding value proposition, and the underlying value network. These objectives are accomplished by illustrating the 3M AAD (Automotive Aftermarket Division) situation over time, as structured in parts (A), (B) and (C). The teaching note provides discussion questions that follow each part and form a link to the following part.
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Marketing & Sales