As owner and CEO, Wim Van der Borght had grown Bananas in 8 years from a 4.5 million euro company into a 40 million euro group of companies with a range of field marketing activities in Belgium and the Netherlands. The core of the group consisted of two companies - Bananas and Demonstrate -...

Learning Objective: To identify and explore sources of competitive advantage and how they interact with organization, in particular corporate culture. To explore the trade-off between culture clash and the benefits from combining capabilities. To explore different growth paths