Centra Software

Centra is a pioneer in e-learning software. It is discussed how they change their go-to-market strategy by improving telesales to sales productivity. At the same time, their market position will be further developed, and management thinks it may be about to “cross the chasm” in Geoffrey Moore’s terminology. If it “fish where the fish are biting” or should they focus on customers and the company includes small and medium enterprises? If a shakeout comes, how can Centra ensure that it either survives or … Read more »

Centra is a pioneer in e-learning software. It is discussed how they change their go-to-market strategy by improving telesales to sales productivity. At the same time, their market position will be further developed, and management thinks it may be about to “cross the chasm” in Geoffrey Moore’s terminology. If it “fish where the fish are biting” or should they focus on customers and the company includes small and medium enterprises? If a shakeout comes, how can Centra ensure that it either survives or acquired by one of the survivors?
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from
John Deighton,
Laetitia Pouliquen
Source: Harvard Business School
17 pages.
Release Date: 11 July 2001. Prod #: 502009-PDF-ENG
Centra Software HBR case solution