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Baines, Fill, & Rosengren: Marketing 4e

Chapter 4: Marketing Case Insight 4.1: Glassolutions Saint-Gobain

How should organizations scan their external environments and what should they do if they identify potential threats and opportunities? Michael Butterick, Marketing Director at
Glassolutions Saint-Gobain, speaks to Paul Baines about how his organization manages its external environment, and specifically, how it goes about lobbying the government.

Glasssolutions Saint-Gobain is the UK's leading provider of glass and glazing solutions to the architectural, construction, building maintenance, doors and window and insurance repair sectors. The organization seeks to provide the highest quality and most innovative glass products and services in the UK market.

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