Birkman.NL: Crafting The Future

Helen De Haan

Research output: Working paper

Abstract

Birkman.nl is a small branch of a large US-Based consultancy company Birkman.nl. In an increasingly overcrowded and fragmented assessment market. Despite this challenge, Birkman.nl has maintained a stable competitive position. However, the competition coming from the consulting and software industries has created new entrants and substitutes for Birkman in the European market. Meanwhile, the lack of marketing strategy and budget does not help to address the large heterogeneity in different European countries. The CEO of Birkman.nl Mr. van der Loo is actively searching for new customers in the Dutch and surrounding markets, and, if possible, is looking to enter the Eastern European market.
Original languageEnglish
PublisherTechnological University Dublin
DOIs
Publication statusPublished - 2022
Externally publishedYes

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