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  • 2006
  • Book

Transforming Your Go-to-Market Strategy: The Three Disciplines of Channel Management

By: V. K. Rangan and Marie Bell
Keywords: Markets; Strategy; Management
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  • March 2005 (Revised August 2019)
  • Case

Cisco Systems: Managing the Go-to-Market Evolution

By: V. Kasturi Rangan
With the collapse of the dot-com market and related shrinkage in the high-tech industry, Cisco took a dip in its sales and profits in 2001. Coming back from the recession, Cisco had to manage and evolve its go-to-market strategy and design in keeping with its new... View Details
Keywords: Change Management; Design; Business Cycles; Growth and Development Strategy; Marketing Channels; Marketing Strategy; Market Entry and Exit; Business Strategy
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  • October 2003
  • Case

ABS Global

By: David E. Bell, Hal Hogan and Jose M. M. Porraz
ABS Global is considering an acquisition in Australia. Efficient production and distribution is becoming more difficult as it becomes global. Yet trade restrictions and local preferences for its product, bull semen, dictate that ABS come up with a new way to... View Details
Keywords: Acquisition; Production; Global Strategy; Distribution; Adaptation; Agriculture and Agribusiness Industry; Australia
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  • Research Summary

Channel Stewardship

By: V. Kasturi Rangan
Drawing on a dozen in-depth primary case studies, field research, and consulting applications, Rangan has developed a paradigm for continuously evolving a firm's Go-to-Market strategy in keeping up with the changes in its business environment. This evolutionary... View Details

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