Supplement | HBS Case Collection | December 2011 (Revised June 2013)

Bananas (B)

by Eric Van den Steen


As owner and CEO, Wim Van der Borght had grown Bananas in 8 years from a 4.5 million euro company into a 40 million euro group of companies with a range of field marketing activities in Belgium and the Netherlands. The core of the group consisted of two companies — Bananas and Demonstrate — which were operationally completely independent and acted as competitors in the market. The two companies had different strengths and different cultures. In August 2008, Wim needed to decide on the right degree of interaction or integration of Bananas and Demonstrate. He also wanted to expand the companies' activities to a more comprehensive marketing offering and needed to consider international expansion opportunities.

Keywords: competitive advantage; culture; Competitive Advantage; Organizational Culture; Growth and Development Strategy;


Van den Steen, Eric. "Bananas (B)." Harvard Business School Supplement 712-452, December 2011. (Revised June 2013.)