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


This is the fourth of a four-case series (IMD-5-0604 to IMD-5-0607). The (D) case describes some of the results achieved within the first two years following the implementation of the customer satisfaction initiative. Some of the results are impressive, others not. The case also highlights some of the merging issues and returns to the point of departure, the current situation with the Italian customer whose latest survey results point to a general improvement in overall satisfaction. The case raises the following questions: What is the good news and what is not? Where should Tetra Pak go from here? A video ''IMD-5-0604-V'' is available to accompany the case series.


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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Awards, prizes & competitions

2005 - EFMD Case Writing Competition - category winner

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