Publications
Publications
- April 2001 (Revised February 2003)
- HBS Case Collection
Moore Medical Corporation
Abstract
Moore Medical is a medium-sized distributor of medical supplies to practitioners, such as podiatrists and emergency medical technicians. At the time of the case, it has relied on traditional customer channels such as catalogs, phones, and faxes to communicate product offerings, promotions, and availability, and to take orders. It is now attempting to shift to a "bricks and clicks" distributor with a strong Internet presence. It has already made substantial investments in an e-commerce Web site and in "back office" ERP software to improve the fulfillment performance of its four distribution centers. The ERP software has not lived up to expectations in all areas, and the company must decide whether to invest in more modules for this system that might address its shortcomings. It must also decide whether to make a significant additional investment in customer relationship management software.
Keywords
Change Management; Internet and the Web; Marketing Communications; Information Technology; Order Taking and Fulfillment; Medical Devices and Supplies Industry; Distribution Industry
Citation
McAfee, Andrew P., and Gregory Bounds. "Moore Medical Corporation." Harvard Business School Case 601-142, April 2001. (Revised February 2003.)