The Case Centre’s top 40 bestselling cases

Eighth place  -Unilever in Brazil: Marketing Strategies for Low-Income Consumers
The case
Case: Nestle-Rowntree (A) Nestle-Rowntree (A)
Authors: James Ellert, J. Peter Killing, and Dana G. Hyde
Institution: IMD
Ref: IMD-3-0423
Date published: 1989

This case is the first in a three-part series that provides an insider’s view of a major acquisition. Nestle SA, the world's largest food company, acquired Rowntree plc in 1988 for £2.5 billion, the largest-ever foreign takeover of a British company. This case (A) includes a note on the world chocolate industry and ends at the point where Nestle must decide whether to launch a hostile bid for Rowntree. The case, written from Nestle's point of view, enables students to consider various acquisition possibilities in the industry; why Rowntree became a takeover target; and Nestle's historical policy of not making hostile takeovers.

Nestle-Rowntree (B) is also a top-selling case. 
The authors

James Ellert James Ellert is Professor of Finance and Strategy at IMD.

Peter Killing is Professor of Strategy at IMD.

Dana G. Hyde is now an Assistant Professor at the Telfer School of Management, Ottawa, Canada, and sits on The Case Centre’s Board.


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