Bombardier (B): the L.A. Metro Transit Authority Decision: Epilogue
5 Pages Posted: 21 Oct 2008
The purpose of the case is to help students understand the complex nature of a visible and expensive organizational buying process. The goal is to help students appreciate the nature of the selling task, the complex interplay of different decision-making-unit members, and both the political and economic factors that often permeate such purchasing decisions. The B case brings closure to the issues raised in the A case (UVA-M-0470). It documents what happened to the key competitors after the Los Angeles decision was finalized.
Keywords: International joint venture, business-to-business marketing, government and business, procurement, public administration, purchasing, Alternative Business Issue or Setting, diverse protagonist, nationality
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