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Case
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Reference no. 9-694-046
Prize winner
Authors:
Published by:
Harvard Business Publishing (1994)
Version:
25 March 2008
Length:
21 pages
Data source:
Field research
Abstract:
Barilla SpA, an Italian manufacturer that sells to its retailers largely through third-party distributors, experienced widely fluctuating demand patterns from its distributors during the late 1980s. This case describes a proposal to address the problem by implementing a continuous replenishment program, under which the responsibility for determining shipment quantities to the distributors would shift from the distributors to Barilla. Describes support and resistance within Barilla's different functional areas and within the distributors Barilla approached with the proposal.
Settings:
Italy, 1990, USD2 billion revenues, 7,000 employees
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