Case | HBS Case Collection | March 2008 (Revised March 2009)

Purolator Courier Ltd.

by Rajiv Lal and Catherine Ross


On a fall day in September 2003, Robert Swanborough made his way down a thickly carpeted hallway in Purolator's headquarters in Toronto, Canada, toward a meeting with his two deputies. Several months earlier, Swanborough, then vice-president of Marketing, had been named vice-president for Sales Effectiveness atop a transformed sales division. The previous week, the team had presented to top management the results of the customer segmentation research that Swanborough had contracted while in marketing. The research identified customers that would be willing to pay more for the services that Purolator was or could potentially provide to them. The new Sales Effectiveness team planned ....

Keywords: Conferences; Customer Focus and Relationships; Leading Change; Marketing Strategy; Performance Effectiveness; Strategic Planning; Research; Segmentation; Canada;


Lal, Rajiv, and Catherine Ross. "Purolator Courier Ltd." Harvard Business School Case 508-054, March 2008. (Revised March 2009.)