JESS WESTERLEY AT KAUFLAUF GmbH
A case analysis
Prof. Ranjeet Nambudiri
Organization Change and Developement
Section A - Group 2
Ankita Satija 2012PGP046
Kapoor Parth Sunil 2012PGP153
Kavya Amarnath 2012PGP163
Khurana Sonika Jagmohan 2012PGP167
Siddharth Singhal 2012PGP362
Sonakshi Behl 2012PGP366
Swati Verma 2012PGP395
Vivian Paul Gonsalves 2012PGP445
Alok Kumar 2012PGPM002
22nd June, 2013
Kauflauf GmbH was founded in 2002.
First European organisation to offer ' software as a service'
The product portfolio included Customer Relationship Management and ERP software for - Auto Parts, Computer/ Office Supplies and Medical Devices companies
Product owners worked with design team, sales force to prioritize new features and anticipate customer demands
Their competitive advantage was derived from their successful field consultants who provided consulting and support to customers
Kauflauf had three divisions:
Development and Support services,
They had a strong competitive advantage due to hands on consulting provided by field consultants backed up by the development group.
As opposed to competitors who targeted larger firms, Kauflauf targeted middle market (revenues from Ã¢ÂÂ¬100 million to Ã¢ÂÂ¬1 billion) and top-tier smaller customers.
Client education, hand holding and customization were the main areas of focus for the sales force, in order to obtain customer loyalty. The culture of the company was youth oriented and anti-hierarchical . It was characterized by small company friendliness and deep pride in superior software engineering.
An American woman who had lived with her family in Germany as a child, Jess had developed a love for the country and was fluent in the language. She has been hired as Assistant Product Owner (CRM product) for computer and office supply wholesalers and retailers.
Jess came with a proven track record. She had earlier worked with a rapidly growing CRM software service provider in...