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Published by: Institute for Management Development (IMD)
Originally published in: 1997
Version: 22.07.2003
Length: 8 pages
Data source: Field research

Abstract

The case deals with the problems the Henkel company faced when they were asked by the German environmental agency to participate in a voluntary program to phase out the so-called ''Jumbo'' detergent packages (ordinary washing powders sold in big cartons of three or ten kilos). An environmental analysis of various detergents showed that Jumbo detergents, compared to the concentrated products, present many environmental disadvantages. However, Henkel still had quite a profitable business with the Jumbos under its most important brand names: Persil, Weisser Riese and Spree. So the company had to figure out if and in which way they would participate in the voluntary programme.
Location:
Industry:
Size:
DEM16.3 billion
Other setting(s):
1996-1997

About

Abstract

The case deals with the problems the Henkel company faced when they were asked by the German environmental agency to participate in a voluntary program to phase out the so-called ''Jumbo'' detergent packages (ordinary washing powders sold in big cartons of three or ten kilos). An environmental analysis of various detergents showed that Jumbo detergents, compared to the concentrated products, present many environmental disadvantages. However, Henkel still had quite a profitable business with the Jumbos under its most important brand names: Persil, Weisser Riese and Spree. So the company had to figure out if and in which way they would participate in the voluntary programme.

Settings

Location:
Industry:
Size:
DEM16.3 billion
Other setting(s):
1996-1997

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