Publications
Publications
- May 1996 (Revised November 2018)
- HBS Case Collection
Ecolab, Inc.
By: Ashish Nanda
Abstract
By 1993, Ecolab has established a dominant market position in the institutional cleaning industry. As the company’s principal competitor, Diversify, drives sales aggressively, Ecolab president Al Schuman faces a choice about how best to market Ecolab’s offerings. Should Ecolab’s sales personnel continue to focus on building relationships first and worrying about numbers only later? Or has the time come to change the firm’s approach? Even as Schuman focuses on this choice, there are some faint rumblings of internal dissension.
Keywords
Customer Relationship Management; Employees; Retention; Marketing Strategy; Risk Management; Service Industry
Citation
Nanda, Ashish. "Ecolab, Inc." Harvard Business School Case 396-371, May 1996. (Revised November 2018.)