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    3M Automotive Aftermarket Division

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    Author
    Muylle, Steve
    Rangarajan, Deva
    Dom, Alfons
    Publication Year
    2007
    
    Metadata
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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.
    Keyword
    Marketing & Sales
    Knowledge Domain/Industry
    Marketing & Sales
    URI
    http://hdl.handle.net/20.500.12127/2730
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