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Prize winner
Case
-
Reference no. IMD-5-0606
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2002
Version: 05.06.2023
Revision date: 6-Jun-2023
Length: 6 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
Share a link: https://casecent.re/p/11672
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Abstract

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?
Location:
Italy and international markets
Industry:
Packaging systems
Size:
EUR7 billion, 22,000 employees
Other setting(s):
2000-2002
Teaching note
-
Reference no. IMD-5-0604-T
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2005
Version: 04.07.2005
Length: 44 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0604-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2013
Version: 24.01.2014
Length: 14 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0604-IT
Italian language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 26.10.2009
Length: 16 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0604-JP
Japanese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 19.8.2008
Length: 14 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0604-RU
Russian language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2011
Version: 11.04.2011
Length: 15 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0604-ZH
Simplified Chinese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 12.08.2009
Length: 14 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0604
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2002
Version: 25.05.2023
Revision date: 6-Jun-2023
Length: 15 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0605-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2013
Version: 24.01.2014
Length: 9 pages
Data source: Field research
Topics: Customer satisfaction surveys; Marketing implementation; Management of change; Industrial marketing; Key account marketing; Customer orientation; Value chain marketing
View full details
Case
-
Reference no. IMD-5-0605-IT
Italian language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 26.10.2009
Length: 9 pages
Data source: Field research
Topics: Customer satisfaction surveys; Marketing implementation; Management of change; Industrial marketing; Key account marketing; Customer orientation; Value chain marketing
View full details
Case
-
Reference no. IMD-5-0605-JP
Japanese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 19.8.2008
Length: 9 pages
Data source: Field research
Topics: Customer satisfaction surveys; Marketing implementation; Management of change; Industrial marketing; Key account marketing; Customer orientation; Value chain marketing
View full details
Case
-
Reference no. IMD-5-0605-ZH
Simplified Chinese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 12.08.2009
Length: 8 pages
Data source: Field research
Topics: Customer satisfaction surveys; Marketing implementation; Management of change; Industrial marketing; Key account marketing; Customer orientation; Value chain marketing
View full details
Case
-
Reference no. IMD-5-0605
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2002
Version: 05.06.2023
Revision date: 6-Jun-2023
Length: 10 pages
Data source: Field research
Topics: Customer satisfaction surveys; Marketing implementation; Management of change; Industrial marketing; Key account marketing; Customer orientation; Value chain marketing
View full details
Compact case
Case
-
Reference no. IMD-5-0606-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2013
Version: 24.01.2014
Length: 5 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Compact case
Case
-
Reference no. IMD-5-0606-IT
Italian language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 26.10.2009
Length: 5 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Compact case
Case
-
Reference no. IMD-5-0606-JP
Japanese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 19.8.2008
Length: 5 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Compact case
Case
-
Reference no. IMD-5-0606-ZH
Simplified Chinese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 12.08.2009
Length: 5 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0607-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2013
Version: 24.01.2014
Length: 6 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0607-IT
Italian language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 26.10.2009
Length: 6 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0607-JP
Japanese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 19.8.2006
Length: 6 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0607
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2002
Version: 05.06.2023
Revision date: 6-Jun-2023
Length: 7 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Supporting video
-
Reference no. IMD-5-0604-V
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 2003
Length: 41 minutes
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details

About

Abstract

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?

Settings

Location:
Italy and international markets
Industry:
Packaging systems
Size:
EUR7 billion, 22,000 employees
Other setting(s):
2000-2002

Related

Teaching note
-
Reference no. IMD-5-0604-T
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2005
Version: 04.07.2005
Length: 44 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0604-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2013
Version: 24.01.2014
Length: 14 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0604-IT
Italian language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 26.10.2009
Length: 16 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0604-JP
Japanese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 19.8.2008
Length: 14 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0604-RU
Russian language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2011
Version: 11.04.2011
Length: 15 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0604-ZH
Simplified Chinese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 12.08.2009
Length: 14 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0604
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2002
Version: 25.05.2023
Revision date: 6-Jun-2023
Length: 15 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0605-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2013
Version: 24.01.2014
Length: 9 pages
Data source: Field research
Topics: Customer satisfaction surveys; Marketing implementation; Management of change; Industrial marketing; Key account marketing; Customer orientation; Value chain marketing
View full details
Case
-
Reference no. IMD-5-0605-IT
Italian language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 26.10.2009
Length: 9 pages
Data source: Field research
Topics: Customer satisfaction surveys; Marketing implementation; Management of change; Industrial marketing; Key account marketing; Customer orientation; Value chain marketing
View full details
Case
-
Reference no. IMD-5-0605-JP
Japanese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 19.8.2008
Length: 9 pages
Data source: Field research
Topics: Customer satisfaction surveys; Marketing implementation; Management of change; Industrial marketing; Key account marketing; Customer orientation; Value chain marketing
View full details
Case
-
Reference no. IMD-5-0605-ZH
Simplified Chinese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 12.08.2009
Length: 8 pages
Data source: Field research
Topics: Customer satisfaction surveys; Marketing implementation; Management of change; Industrial marketing; Key account marketing; Customer orientation; Value chain marketing
View full details
Case
-
Reference no. IMD-5-0605
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2002
Version: 05.06.2023
Revision date: 6-Jun-2023
Length: 10 pages
Data source: Field research
Topics: Customer satisfaction surveys; Marketing implementation; Management of change; Industrial marketing; Key account marketing; Customer orientation; Value chain marketing
View full details
Compact case
Case
-
Reference no. IMD-5-0606-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2013
Version: 24.01.2014
Length: 5 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Compact case
Case
-
Reference no. IMD-5-0606-IT
Italian language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 26.10.2009
Length: 5 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Compact case
Case
-
Reference no. IMD-5-0606-JP
Japanese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 19.8.2008
Length: 5 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Compact case
Case
-
Reference no. IMD-5-0606-ZH
Simplified Chinese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD)); Janet Shaner (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 12.08.2009
Length: 5 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0607-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2013
Version: 24.01.2014
Length: 6 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0607-IT
Italian language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2009
Version: 26.10.2009
Length: 6 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0607-JP
Japanese language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2008
Version: 19.8.2006
Length: 6 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Case
-
Reference no. IMD-5-0607
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2002
Version: 05.06.2023
Revision date: 6-Jun-2023
Length: 7 pages
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Supporting video
-
Reference no. IMD-5-0604-V
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 2003
Length: 41 minutes
Data source: Field research
Topics: Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
View full details
Awards, prizes & competitions
2005 - EFMD Case Writing Competition - category winner