Journal of Business & Industrial Marketing

Purpose – The purpose of this teaching case study is to analyze, conceptualize and redesign sales approaches with the example of a German wire company selling in the US market.

Design/methodology/approach – This is a case-based research paper that describes in detail successful sales channel redesign in a business-to-business context.

Findings – The case study shows the significant advantages of systematic research and optimization of sales channels. The potentials of the wire group in the USA were not utilized because only rough estimates of the US market existed. The new concept bears many advantages: important customers and important regions are covered by their own salesforce.

Research limitations/implications – There is a scarcity of published work in the case-based research area. This work provides an understanding of sales channel redesign for business and industrial markets in the USA.

Practical implications – The findings of the case have tangible implications for those business companies whose sales channels operate in huge markets with limited resources.

Originality/value – The case adds value in sales channel management and supports companies in systematic sales channel redesign in business and industrial markets. Students will benefit from the systematic development of practical solutions in sales management.