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IAN WELCH REGIONAL MARKETING DIRECTOR OF CHEVRONTEXACO ADDRESSES BUSINESS BREAKFAST

1st July 2003

The latest in the series of Business Breakfasts took place at the National Hockey Stadium in Milton Keynes on 4th June.

The talk was given by Ian Welch, Regional Marketing Director (Europe, Africa and Middle East) of ChevronTexaco on the topic of "Development of a customer benefit based pricing strategy for product-service bundles”. He mentioned the University as being his first port of call for academic solutions to service related business problems.

The talk was well received by a large audience consisting of senior management from a range of organisations in the region. These ranged from multi-national corporations, such as Volkswagen and Unisys, to small businesses. Mr Welch’s talk was based on an excellent project undertaken by one of the University’s MSc Service Management students, Arno Lekow in 2002. Arno, currently a Business Development Consultant with Alpha CRC Cambridge, developed an innovative model for the pricing of ChevronTexaco’s product / service bundles, a model that has immense possibilities for other service businesses.

Prior to Mr Welch’s talk, the academic underpinning for the topic was provided by the University’s Programme Director for Service Management, V.S.Mahesh, who had also supervised Arno Lekow’s project.

This was the third in a series of Business Breakfasts held by the University. The first was on Investor Communications with ESCADA, and the second on Service Transformation, both based on projects that the University had undertaken jointly with Frost & Sullivan.

Report by James Stanworth and the Web Team

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• Research at Buckingham