The Dutch agriculture technology firm Ocron has hired a star salesman from a different industry. When the CEO takes him on a sales visit to prospects in Saudi Arabia, the CEO starts to doubt the new hire’s effectiveness. He wonders whether selling agricultural products are any different than regular sales and whether the new hire is a right choice.

Additional Metadata
Keywords Marketing, Business marketing, B2B, Business-to-business, Agriculture, Sales, Technical sales, Sales management, International marketing, Strategic management, Decision-making, Decision-making matrix, Precision agriculture, Distributor management
Persistent URL
Series RSM Case Development Centre
Note based on field research; 10 pages
van der Star, G, Maas, A, & van Bruggen, G.H. (2016). OCRON: AGRIBUSINESS MARKETING. RSM Case Development Centre. Retrieved from

Additional Files
ocron.jpg Cover Image , 122kb