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Internal Marketing by Mohammed Rafiq, Pervaiz K. Ahmed

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Case Study 9

GTE Supply: developingand running an internalsurvey instrument

GTE Supply negotiates contracts and purchases a wide range of goods needed for telephone operations. The goods range from office supplies to telecommunications fibre optics. The majority of the company's customers are part of the parent company's internal network of GTE local telephone companies (telcos). GTE Supply manages around 200 warehouses nationwide and is primarily responsible in the installation, support and maintenance of telcos.

Until the mid 1970s, GTE had managed its GTE telcos in a decentralized and, it may be said, in a somewhat disorganized manner. In an attempt to standardize and track installation and maintenance materials, the company decided centralized ...

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