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Case Study| January 20 2017

Battlefield Furniture Group, Inc.

Robert E. Spekman;
Robert E. Spekman
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Derek A. Newton;
Derek A. Newton
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Alexandra Ranson
Alexandra Ranson
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Author & Article Information

This case was written by Derek A. Newton, John Tyler Professor of Business Administration, University of Virginia, and revised in 2003 by Alexandra Ranson (MBA '04), under the supervision of Robert E. Spekman, Tayloe Murphy Professor of Business Administration. It was written as a basis for class discussion rather than to illustrate effective or ineffective handling of administrative problems.

Publisher: Emerald Publishing
Online ISSN: 2474-7890
Copyright © 1993 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.
1993
University of Virginia Darden School Foundation
Licensed re-use rights only. To order copies, send an e-mail to sales@dardenbusinesspublishing.com. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Darden School Foundation. Rev. 7/04.
Darden Business Publishing Cases 1–5.
https://doi.org/10.1108/case.darden.2016.000035
Connected Content
Case study: Battlefield Furniture Group, Inc.

See also

This case serves as an introduction to field sales management. A manager must address three sales representatives' ingrained behaviors in order to implement a major shift in marketing strategy. Students should recognize the nature of the "man-in-the-middle" squeeze: the manager caught between the pressure of implementing a new strategy from the top and the resistance to change from the bottom.

Keywords: sales force management, sales management, Consumer Goods
Copyright © 1993 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.
1993
University of Virginia Darden School Foundation
Licensed re-use rights only. To order copies, send an e-mail to sales@dardenbusinesspublishing.com. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Darden School Foundation. Rev. 7/04.
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