Taking the Commodity Bull by the Horns Taking the Commodity Bull by the Horns

Steve Muylle (Vlerick Leuven Gent Management School, Belgium) and Veerle De Schryver (Tools for Growth, Belgium)
Copyright: © 2008 |Pages: 21
DOI: 10.4018/978-1-59904-612-9.ch009


This case describes the entrepreneurial process as it happened for Europrint, a manufacturer of Printed Circuit Boards (PCBs), from 1991 until 2006. It offers an entrepreneurial perspective on the European PCB landscape, highlights the successful launch by the manufacturer of a in this highly competitive B2B environment, and illustrates the transition by the manufacturer to electronic business to break the product commodity cycle. As a final point, the case also reveals how the manufacturer’s off-line and online business activities were consolidated and leveraged for maximum impact across Belgium, Hungary, and India.

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