Case | HBS Case Collection | January 1997 (Revised July 1998)

Dendrite International (Condensed)

by John A. Deighton

Abstract

This version has been shortened to concentrate on the issue of managing a long selling process and long post-sale account relationship. The focus on the pharmaceutical industry in the United States, Europe, and Japan is preserved. Broader questions of expansion into other industries and the development of new products have been written out.

Keywords: Customer Focus and Relationships; Marketing Strategy; Product Development; Sales; Expansion; Chemical Industry; Japan; Europe; United States;

Citation:

Deighton, John A. "Dendrite International (Condensed)." Harvard Business School Case 597-072, January 1997. (Revised July 1998.)