Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Prize winner
Compact case
Case
-
Reference no. IMD-5-0489
Subject category: Marketing
Published by: Institute for Management Development (IMD)
Originally published in: 1998
Version: 27.12.2002
Length: 5 pages
Data source: Field research

Abstract

This is the second of a three-case series (IMD-5-0488 to IMD-5-0490). This (B) case, to be read after a full discussion of the (A) case describes that Shin Takagi is offered the position of Vice President of Consumer Marketing Europe and he accepts it. But, the document shows, he moves quickly to reverse many of the changes brought about by re- organisation, and shifts key decisions back to the country management. Top management, surprised by the move, is left with a decision as to what to do next, including how to respond to a proposal to create a HQ function to put sales on equal footing with marketing. There is a video (IMD-5-0488-V) available to accompany the case series. **1999 EFMD European Case Writing Competition Category Winner**.
Location:
Size:
DEM10 billion
Other setting(s):
1994

About

Abstract

This is the second of a three-case series (IMD-5-0488 to IMD-5-0490). This (B) case, to be read after a full discussion of the (A) case describes that Shin Takagi is offered the position of Vice President of Consumer Marketing Europe and he accepts it. But, the document shows, he moves quickly to reverse many of the changes brought about by re- organisation, and shifts key decisions back to the country management. Top management, surprised by the move, is left with a decision as to what to do next, including how to respond to a proposal to create a HQ function to put sales on equal footing with marketing. There is a video (IMD-5-0488-V) available to accompany the case series. **1999 EFMD European Case Writing Competition Category Winner**.

Settings

Location:
Size:
DEM10 billion
Other setting(s):
1994

Related


Awards, prizes & competitions