Document Type
Other
Rights
Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence
Disciplines
Business and Management.
Abstract
Birkman.nl is a small branch of a large US-Based consultancy company Birkman.nl. In an increasingly overcrowded and fragmented assessment market. Despite this challenge, Birkman.nl has maintained a stable competitive position. However, the competition coming from the consulting and software industries has created new entrants and substitutes for Birkman in the European market. Meanwhile, the lack of marketing strategy and budget does not help to address the large heterogeneity in different European countries. The CEO of Birkman.nl Mr. van der Loo is actively searching for new customers in the Dutch and surrounding markets, and, if possible, is looking to enter the Eastern European market.
DOI
https://doi.org/10.21427/g2dr-dc53
Recommended Citation
Birkman.NL: Crafting The Future Case study on Bachelor level Reference No. ECASA_2020_3 EN Author Helen de Haan (Rotterdam Business School, Rotterdam University of Applied Sciences) DOI: 10.21427/g2dr-dc53
Funder
Erasmus +
Included in
Advertising and Promotion Management Commons, International Business Commons, Performance Management Commons, Training and Development Commons