After some initial success as an importer of industrial rubber products, by 2005 Kitchener-based GCP Industrial Products (“GCP”) was encountering problems that threatened both sales and profitability. Market prices and margins were decreasing. Customer loyalty was low. In addition, GCP had to deal with customer complaints on quality issues. Such a situation was not only frustrating, but put GCP’s customer base, its profitability, and ultimately its survival at risk. To learn how they successfully tackled these problems click here.
Author: George Qu, GCP Industrial Inc. and Prashant Kumar, Schulich School of Business