As owner and CEO, had Wim Van der Borght Bananas in 8 years of a? 4,500,000 40,000,000 grown into a company? Group of companies with a range of field marketing activities in Belgium and the Netherlands. The core of the group consisted of two companies – bananas and demonstrating – that were surgically acted completely independently and as a competitor in the market. The two companies had different strengths and different cultures. In August 2008, Wim had to decide on the right d … Read more »

As owner and CEO, had Wim Van der Borght Bananas in 8 years of a? 4,500,000 40,000,000 grown into a company? Group of companies with a range of field marketing activities in Belgium and the Netherlands. The core of the group consisted of two companies – bananas and demonstrating – that were surgically acted completely independently and as a competitor in the market. The two companies had different strengths and different cultures. In August 2008, Wim had to decide on the right degree of interaction or integration of banana and demonstrate. He wanted to expand the activities of the company to offer a comprehensive marketing and necessary to consider international expansion opportunities.
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from
Eric J. Van Den Steen
Source: Harvard Business School
12 pages.
Release Date: 4 December 2011. Prod #: 712 451 PDF-ENG
Bananas (A) HBR case solution