1. What business problem was MaxFli trying to solve? How would you rate its effectiveness at addressing that problem?
2. What organizational factors explain the outcomes of the MaxFli project? (Some factors may differ by end market; others may be common across the three end markets.)
3. What lessons can be drawn from the MaxFli experience? Is there a single best approach for developing systems for use across a multinational firm?

Will all direct-distribution markets eventually use MaxFli or a system like it? Yes. I believe yes, they will. And why? Because there is an absolute need to connect selling in and selling out together.
—Peter Brickley, Chief Information Officer, BAT
Globe House
I have a very high view of MaxFli. [It] creates a selling process. It allows us to have a real competitive advantage in the field. It’s really that . . . MaxFli allows you to direct your promotion, all your marketing strategies to the right outlet at the right time. That is why it gives us competitive advantage.
—Oscar Gonzalez, formerly at BAT Colombia,
Transferred to Globe House in 2001