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Reference no. IMD-5-0606
Prize winner
Compact case
Subject category: Marketing
Published by:
Institute for Management Development (IMD) (2002)
5 pages
Data source:
Field research


This is part of a case series. The (C) case describes Tetra Pak's decision to implement the customer satisfaction survey among all its local operations worldwide. The case also lists a number of other initiatives to re-orient the organisation towards its customers and improve customer satisfaction. Among these initiatives are: customer win-back programme, key account management, employee satisfaction initiative, and balanced scorecard. The over-riding question is: Will all these initiatives help redress the customer satisfaction problem?


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