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The Case Centre’s top 40 bestselling cases

Thirtieth place -  Procter & Gamble Europe: Vizir Launch
The case
Case: Procter & Gamble Europe: Vizir Launch Procter & Gamble Europe: Vizir Launch
Authors: Christopher A. Bartlett
Institution: Harvard Business School
Ref: 9-384-139
Date published: 1983

The launch of a new liquid washing detergent had left Procter & Gamble’s vice-president, Charlie Ferguson, in a bit of a spin. Should he take the advice of his German staff and authorise a national launch in that country after just four months of test results? Or should the new product be seen as European, rather than just German? In addition, decisions had to be made about how to introduce the new product into other countries. If it were to become the company’s first Euro brand, how might that affect management staff in each individual country? Would they feel their authority and autonomy were being eroded?

The authors

Christopher A. Bartlett is the Thomas D. Casserly, Jr. Professor of Business Administration, Emeritus, at Harvard Business School.
e cbartlett@hbs.edu

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