Abstract
Birkman.nl is a small branch of a large US-Based consultancy company Birkman.nl. In anincreasingly overcrowded and fragmented assessment market. Despite this challenge,Birkman.nl has maintained a stable competitive position. However, the competition comingfrom the consulting and software industries has created new entrants and substitutes forBirkman in the European market. Meanwhile, the lack of marketing strategy and budget doesnot help to address the large heterogeneity in different European countries. The CEO ofBirkman.nl Mr. van der Loo is actively searching for new customers in the Dutch andsurrounding markets, and, if possible, is looking to enter the Eastern European market.
| Original language | English |
|---|---|
| Title of host publication | Integrated Case Method |
| Subtitle of host publication | Case Studies on 21st Century Transformations of European SMEs |
| Publisher | Logos Verlag Berlin GmbH |
| Pages | 27-52 |
| Number of pages | 26 |
| ISBN (Electronic) | 9783832582821 |
| ISBN (Print) | 9783832555597 |
| Publication status | Published - 8 Mar 2024 |
Bibliographical note
Publisher Copyright:© Logos Verlag Berlin GmbH 2024.