• Ready to take the plunge? Introducing Agfa HealthCare's healthcare IT solutions in Spain

      Debruyne, Marion; Baert, Caroline (2011)
      This case reveals the complexity of making a viable market entry with a complex healthcare IT product and illustrates how a technology-driven company aims at making a strategic transition. In 2005, Agfa HealthCare is an established player in the market for medical imaging, that strives to become a leading healthcare IT player. To break through market inertia and increase market share, the company ventures into the development of state-of-the-art IT solutions. Looking for its next growth opportunity, Agfa HealthCare's attention is drawn towards the Spanish healthcare market where it faces four options for a possible market entry with IT solutions: (1) enter the Spanish market alone, (2) acquire a Spanish player, (3) partner up with a company in the Spanish market or (4) dismiss the move altogether and direct its efforts towards other markets or products. It is up to the strategic decision maker to analyse the pros and cons related to each strategy based on available information concerning the industry, customers, competition, possible partners, acquisition candidates and product characteristics. Therefore, this case is particularly suitable for students of both degree programs and executives interested in market strategy, strategic decision making, competition and product management.
    • Siemens Enterprise Mis(s)Communications

      Muylle, Steve; Devoldere, Bart (2009)
      In December 2007, Danny VandeVyver, Regional Director of Marketing and Communication at Siemens Enterprise Communications, was given a board mandate to introduce OpenScape Unified Communications, a breakthrough concept for integrated professional communications, in his region. Together with a global marketing communications agency, VandeVyver considered three options for successfully unleashing this killer application in the Belgian test market. Based on the learning, the technology would then be rolled out in the South West Europe region. The case highlights the importance and complexity of integrated marketing communications and explores the possibilities of new social media in a B2B setting. Conventional wisdom in B2B integrated marketing communications (IMC) is challenged by novel approaches in which the Web and even a former Miss Belgium play an important role. We found the case to be highly useful for introducing and discussing effective B2B IMC campaign development through which managers and students can learn to identify and integrate key communication sources, messages, media, target audiences, and effects. The case is supplemented with a teaching note, three presentations, and four video snippets that illustrate how the technology works and showcases how the selected campaign was implemented. Key metrics and insights are shared.
    • Strategic innovation in the logistic real estate development business: Eurinpro

      Debruyne, Marion; Schoovaerts, Marie; Boute, Robert (2007)
      Eurinpro is a pan-European provider of tailor-made logistic real estate solutions. The case describes Eurinpro's history towards its current business model that deviates from established industry practice. The case highlights the different aspects of the business model and the unique structure and capabilities that Eurinpro has established to make it successful. The focus of the case is on the customer value model that Eurinpro developed. The question posed in the case is whether Eurinpro can sustain this model to keep up growth in the future.
    • Toon: Eneco's smart platform for selling less energy to the home

      Steve, Muylle; Niraj, Dawar (2018)
      Eneco Group, the second largest utility company in the Netherlands, launched a smart thermostat, Toon, that served as a platform for energy management services. Toon quickly became the gold standard for smart homes in the Netherlands. In January 2017, top management needed to discuss the strategic priorities to keep Toon’s lead and hold off the competition.