Entering a new market with a new product

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 Introduction Decision-makers within organisations need to look into the future. As they do so, their thinking should focus on their customers. These should include existing customers and potential customers who have so far not taken up products from that organisation. In an age when credit is more widely available than ever, this case study focuses on a new product launched by Experian, a global information solutions company which runs one of the UK’s leading credit reference agencies. Experian traditionally deals with business-to-business customers. This case…

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