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Article: Caterpillar Dealer Identity: Customer Loyalty and an Extraordinary Partnership
- Article from:
- Design Management Review
- Article date:
- January 1, 2006
- Author:
CopyrightCopyright Design Management Institute Winter 2006. Provided by ProQuest LLC. (Hide copyright information)
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Caterpillar is an organization that has fine-tuned its brand and knows its value in the marketplace. The dilemma is giving that value and the associated relationships with customers a dear presence across an international network of independent dealers. Martin Gierke probes the issues surrounding this problem and describes what Caterpillar is doing to partner the corporate brand effectively with the companies that actually sell and service its products.
A relatively small number of events in 2004 quietly marked a significant milestone for Caterpillar Inc. -the 100th anniversary of the technology that led to the formation of the company. The story of Caterpillar dates back to the late ...