SHIMADZU

Industry: Analytical laboratory equipment

Target Audience: Users of chromatographic equipment, lab managers/purchasing agents

Business Objective: Overcome industry perception that Shimadzu products are strictly a price-driven purchase by positioning Shimadzu and its people as industry “thought leaders.”

Strategy: Develop white papers on critical topics and issue the papers across the industry to demonstrate expertise. At the time of implementation, the Restriction of Hazardous Substances (RoHS) regulations, issued by the European Union, were just months away from being implemented. Any company that uses chemicals and conducts business in the EU would be forced to comply.