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Emmi Group, headquartered in Lucerne, Switzerland, is a leading European producer of dairy. This case describes Emmi’s major strategic initiatives to focus Emmi on premium products and implement its internationalisation strategy in order to escape increasing competition from large European competitors and prepare for the expected liberalization of Emmi’s - Swiss - home market. The focal question is why and how Emmi’s top management used several strategic initiatives to implement its major strategic objectives. In particular, it focuses on the different management styles Urs Riedener (Emmi’s new CEO) and his team used to guide Emmi’s cost management initiative, Emmi’s further international expansion, and Emmi’s efforts to defend its home market. This case also demonstrates how a firm can balance top management guidance and middle management involvement.