Marketing Communications

Paper Summary:

This paper describes the challenges faced by Kana Communications, a market leader in the software communications industry. Specifically, the paper sets out the problems that are present and suggests ways to overcome them. The author of the paper has also included graphs to illustrate the material.

Outline:
Statement of Problem
Implementation Strategy
Results

From the Paper:

"In wake of the issues that Kana identified, the implementation strategy was divided among the executives - the VP of Business Development thinks that a more independent distribution structure is more efficient for Kana and would be better suited to the market's changing needs if implemented, while the VP of Kana Online wants to implement a demand structure that is has tighter controls and takes more advantage of the market leader position of the firm.
"Kana's growth was initially driven by its software development innovations that provided direct communications between companies and their customers. Other product line innovations have also been grounded in the Kana's software development that was aided by acquisitions of key competitors or firms that could help Kana launch a particular innovation."

Sample of Sources Used:

• Sarvary, M. (2001 April). Kana Communications. Boston: Harvard Business School Publishing.

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