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Case
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Reference no. M-0940-E
Subject category: Marketing
Authors: E Joachimsthaler
Published by: IESE Business School
Originally published in: 1993
Version: 02.1997

Abstract

The case describes the Haagen-Dazs marketing strategy in Europe. Starting in 1989 in the UK, Haagen-Dazs has gradually expanded its marketing in all European countries using an unorthodox three-pronged marketing push. For additional cases on Haagen-Dazs please refer to 'Haagen-Dazs Ice Cream (A): The Making of a Global Brand' and 'Haagen-Dazs Ice Cream (B): The Farggi Tub's and Ice Cream Challenge'.
Location:
Industry:
Other setting(s):
1993

About

Abstract

The case describes the Haagen-Dazs marketing strategy in Europe. Starting in 1989 in the UK, Haagen-Dazs has gradually expanded its marketing in all European countries using an unorthodox three-pronged marketing push. For additional cases on Haagen-Dazs please refer to 'Haagen-Dazs Ice Cream (A): The Making of a Global Brand' and 'Haagen-Dazs Ice Cream (B): The Farggi Tub's and Ice Cream Challenge'.

Settings

Location:
Industry:
Other setting(s):
1993

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