Product details

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Prize winner
Published by: Harvard Business Publishing
Originally published in: 2011
Version: 23 November 2015
Revision date: 29-Jul-2020

Abstract

The case, set within the European organization of a giant multinational breakfast foods company, describes a launch decision for a new cereal product. As the case evolves, the decision has major strategic and organizational implications for Lora Brill, European VP. The case focuses especially on two important decisions facing Brill: Should Healthy Berry Crunch become the company's first Eurobrand and be introduced in a coordinated manner Europewide? And, from an organizational perspective, should she create Eurobrand Teams to implement her proposed Eurobrand concept?

Time period

The events covered by this case took place in 2010.

Geographical setting

Region:
Europe
Country:
France

Featured company

United Cereal
Industry:
Food

About

Abstract

The case, set within the European organization of a giant multinational breakfast foods company, describes a launch decision for a new cereal product. As the case evolves, the decision has major strategic and organizational implications for Lora Brill, European VP. The case focuses especially on two important decisions facing Brill: Should Healthy Berry Crunch become the company's first Eurobrand and be introduced in a coordinated manner Europewide? And, from an organizational perspective, should she create Eurobrand Teams to implement her proposed Eurobrand concept?

Settings

Time period

The events covered by this case took place in 2010.

Geographical setting

Region:
Europe
Country:
France

Featured company

United Cereal
Industry:
Food

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