Case | HBS Case Collection | October 1993 (Revised February 1995)

Dendrite International

by Frank V. Cespedes and Marie Bell


Dendrite International is a $23 million (1992 revenues) supplier of sales automation software to pharmaceuticals companies in Europe, Japan, and the United States. The firm's strategy has depended on being a full-service supplier to multinational firms. Impending changes in the pharmaceuticals industry, as well as technological and competitive developments, have raised issues concerning the best means of future growth and accompanying account-management procedures.

Keywords: Accounting Audits; Cost vs Benefits; Forecasting and Prediction; Marketing Strategy; Risk and Uncertainty; Sales; Competitive Advantage; Information Technology Industry; Japan; Europe; United States;


Cespedes, Frank V., and Marie Bell. "Dendrite International." Harvard Business School Case 594-048, October 1993. (Revised February 1995.)