Infoterra Gmbh

8 Pages Posted: 30 May 2017

See all articles by Robert E. Spekman

Robert E. Spekman

University of Virginia - Darden School of Business

Olaf Plotner

affiliation not provided to SSRN

Bulent Gogdun

affiliation not provided to SSRN

Abstract

After launching a new radar satellite, the satellite data subsidiary of a large aerospace firm is pressured to increase revenues by EUR250 million over the satellite's lifespan--seven years. Mindful of an explosion of both military and commercial radar data applications, the firm's marketing director considers a completely new sales and marketing approach.

Excerpt

UVA-M-0796

May 31, 2011

Infoterra GmbH

On a beautiful summer morning in 2008, Jörg Herrmann, managing director of Infoterra GmbH (Infoterra), was driving to his office on Lake Constance, one of the most beautiful regions in southern Germany. A year earlier, Infoterra's radar satellite, TerraSAR-X (Figure 1), had been successfully launched from Baikonur Cosmodrome in Kazakhstan, and four days after that, Herrmann's team had processed its first geo-images, proving the reliability of the satellite and high resolution of its images. It had taken almost 10 years to go from the initial plan to the reality of an actual satellite orbiting Earth, delivering radar data and a wide range of business opportunities. Herrmann recalled these days as some of the happiest of his professional life, and he was now enjoying the fruits of that labor.

Figure 1. Artist's rendering of TerraSAR-X radar satellite.

Source: Infoterra GmbH.

. . .

Keywords: distribution network, segmentation

Suggested Citation

Spekman, Robert E. and Plotner, Olaf and Gogdun, Bulent, Infoterra Gmbh. Darden Case No. UVA-M-0796, Available at SSRN: https://ssrn.com/abstract=2974681

Robert E. Spekman (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-4860 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/spekman.htm

Olaf Plotner

affiliation not provided to SSRN

No Address Available

Bulent Gogdun

affiliation not provided to SSRN

No Address Available

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