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Internal Marketing by Mohammed Rafiq, Pervaiz K. Ahmed

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Case Study 10

Lutheran Brotherhood:building skills andcompetencies throughinternal marketing

Lutheran Brotherhood is an $8 billion financial services business head-quartered in Minneapolis. It has 1500 employees located in its home office and 1700 out in the field.

When word around the office surfaced that the sales force at Lutheran Brotherhood were using their laptop computers as deadweight in their car trunks during the winter, it was clear it was time to update what once were cutting-edge computers and software (purchased three and a half years ago).

In their search, development and implementation of a new easy-to-use laptop computer system that would help increase the productivity of its sales force, the company adopted a company-wide ...

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