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Prize winner
Case
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Reference no. IMD-5-0484
Subject category: Marketing
Authors: Kamran Kashani
Published by: Institute for Management Development (IMD)
Originally published in: 2008
Version: 10.10.2008
Length: 12 pages
Data source: Field research

Abstract

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.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Time period

The events covered by this case took place in 1990.

Geographical setting

Region:
Europe

Featured company

Alto Chemicals Europe
Industry:
Chemical

Featured protagonist

  • Eberhard Graaff (male), Marketing Manager

About

Abstract

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.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 1990.

Geographical setting

Region:
Europe

Featured company

Alto Chemicals Europe
Industry:
Chemical

Featured protagonist

  • Eberhard Graaff (male), Marketing Manager

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