Escaping the Discount Trap: HBR Studies

In this meeting, the group discussed a medical device company that ponders how to change its relationship with a key customer. This case study touches on the difficulties that arise when building relationships with customers and competing for their business. In marketing, a lot of customer relation is strategic on how to maintain the best relations while reeling clients for the most you can get. There are times to be tough, times to be tricky, and times to give in. This case teaches the group how to know when to use each tool, and how to use each one carefully, without sacrificing a sale.