CASE: Managing Customer Relationship Gaps at SKF

Fredrik Nordin, Danilo Brozovic, Christian Kowalkowski, Mats Vilgon


This teaching case study focuses on SKF, a leading supplier of products, services and solutions. It consists of an overview of the company and then a narrative concentrating on the sudden loss of a large customer relationship. Moreover, it explores how central individuals devise various strategies to recover the relationship. The purpose is to stimulate a discussion concerning alternative ways for handling such relationship losses. The case is especially suited as a starting point for discussions of different marketing strategies and customer relationship tactics. Teaching notes are provided with discussion questions and possible answers. 


Service · Disintermediation · Industrial marketing · Intermediaries · Servitization · Solutions

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Since 2012, vol 5(1), this work is licensed under a Creative Commons Attribution-NoDerivs 3.0 Unported License.