Shimano provides flexible product knowledge to Europe-wide independent retailer network Shimano is a Japanese multinational manufacturing company. Among other things, they make high-quality parts for bikes, providing gears and other elements. Shimano Europe is based in the Netherlands. The Challenge Shimano has a reputation for high-quality bike parts. A critical audience for maintaining that reputation are the bike mechanics who work with their parts. The mechanics need to know about new Shimano products, how they work, how to ensure customers get the best from them. However, these mechanics aren’t Shimano employees. They work in service centres, which are independent retailers. Shimano didn’t have a system in place to reach them. It was beyond HR’s control to regulate or provide training

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