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This is the first of a three-case series. The case describes the revision of a marketing strategy for a commodity chemical and the resulting sales force opposition that confronts a new marketing manager. The changes in the strategy aim for: margin improvement, new segmentation, centralised decision-making and pan- European optimisation. The case could be used for discussing a variety of issues: pan-European marketing strategy, leadership style, management of change, managing within a matrix organisation, multinational strategy/implementation, sales force management.