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Prize winner
Case
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Reference no. IMD-5-0607
Subject category: Marketing
Authors: Kamran Kashani
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
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Abstract

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.
Location:
Italy and international markets
Industry:
Packaging systems
Size:
EUR7 billion, 22,000 employees
Other setting(s):
2000-2002
Teaching note
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Reference no. IMD-5-0604-T
Subject category: Marketing
Authors: Kamran Kashani
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
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Reference no. IMD-5-0604
Subject category: Marketing
Authors: Kamran Kashani; Janet Shaner
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
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Reference no. IMD-5-0605
Subject category: Marketing
Authors: Kamran Kashani; Janet Shaner
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
Case
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Reference no. IMD-5-0606
Subject category: Marketing
Authors: Kamran Kashani; Janet Shaner
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
View full details
Case
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Reference no. IMD-5-0607-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani
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
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Reference no. IMD-5-0607-IT
Italian language
Subject category: Marketing
Authors: Kamran Kashani
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
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
Supporting video
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Reference no. IMD-5-0604-V
Subject category: Marketing
Authors: Kamran Kashani
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 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.

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
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
Subject category: Marketing
Authors: Kamran Kashani; Janet Shaner
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
Subject category: Marketing
Authors: Kamran Kashani; Janet Shaner
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
Case
-
Reference no. IMD-5-0606
Subject category: Marketing
Authors: Kamran Kashani; Janet Shaner
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
View full details
Case
-
Reference no. IMD-5-0607-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani
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
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
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
Supporting video
-
Reference no. IMD-5-0604-V
Subject category: Marketing
Authors: Kamran Kashani
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