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: 205
EISBN13: 9781613500323|DOI: 10.4018/978-1-59904-612-9.ch009
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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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