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The case study “CGI: Reaching out for New Sources of Revenue in a B2B Market
Context” aims to expose a different side of Marketing – Relational Marketing or Reputation
Management – in a Business to Business (B2B) market context.
Since it is an area of marketing sometimes overlooked in the classrooms around the
world, this case study intends to be an introduction tool for students to the marketing
management rationales in B2B services companies. The case study also introduces the
outsourcing matters of Offshore and Nearshore, as a way to clarify their relevance and
implications in the corporate world.
Finally, it intends to be a practical mean for students to develop their critical thinking,
as well as information processing, with imperfect and scattered data. Given the unfavorable
conditions of the Portuguese market presented in the case, it allows students to grasp the
possible constraints a company may face, and what alternatives exist to overcome them.