Scandinavian equipment manufacturer sought entry into US market for video telecommunications products.

Challenge: Enter market dominated by entrenched vendors serving an oligopoly customer base.

Solution: Reach down the value chain to generate "pull" using understanding of international technology trends. Client successfully entered US market and gained significant share from incumbents.

Identified competitive advantage in products' adherence to recently-established international standards. Created a white paper marketing program to educate non-technical executives of target end users about the business advantages of standards-compliant products. This generated "pull" sufficient to move key prospects to become client's customers. White paper yielded additional value to client when client's customers requested use as a marketing tool.

View "pull" white paper targeted at non-technical executives of end users.