Case | HBS Case Collection | September 2011

Vibco Industrial Vibrators

by Das Narayandas, Kerry Herman and Matthew Preble


Karl Wadensten, president of Vibco Vibrators, was deciding whether to grow his small company through a marketing push for one of two technologies that he believed could launch his company to the next level of sales, or if he should continue to grow his company through small incremental growth and customize his products to each customers unique needs. Should he dedicate the majority of his small firm's marketing budget to just these two products that he hoped could launch Vibco to the next level of sales?

Keywords: Budgets and Budgeting; Customer Relationship Management; Decision Choices and Conditions; Marketing; Product Launch; Customization and Personalization; Expansion; Manufacturing Industry;


Narayandas, Das, Kerry Herman, and Matthew Preble. "Vibco Industrial Vibrators." Harvard Business School Case 512-005, September 2011.