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Prize winner
Subject category: Marketing
Published by:
Institute for Management Development (IMD) (2002)
9 pages
Data source:
Field research


This is the second of a four-case series (IMD-5-0604 to IMD-5-0607). The (B) case describes Tetra Pak''s second proposal to its key Italian customer, a strategy that is finally accepted. At the same time an international customer satisfaction survey shows that Tetra Pak''s key accounts, including the Italian customer, are far from happy with their supplier. The case provides detailed data on the results of the customer satisfaction initiative and asks the student to assess the importance of survey results and what might be done in response to them. A video ''IMD-5-0604-V'' is available to accompany the case series.


Customer satisfaction surveys; Marketing implementation; Management of change; Industrial marketing; Key account marketing; Customer orientation; Value chain marketing
EUR7 billion, 22,000 employees
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