Subject category:
Strategy and General Management
Published by:
International Institute for Management Development (IMD)
Version: 01.09.2003
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https://casecent.re/p/12125
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Abstract
This case addresses the question of business opportunities in an evolving regional integration. In 1990 ASEAN (Association of Southeast Asian Nations) had not developed its economic integration since its founding over twenty years before. Nestle saw an opportunity both to develop its business in a rapidly growing economy and to take a leap ahead of the competition. The case examines the strategic logic of Nestle''s investment in five countries, along with the likely attitudes of the governments involved. Students develop a negotiating strategy in light of the above. The case can also be used as a negotiating exercise. The case concludes with issues of internal organisation in Nestle.
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Abstract
This case addresses the question of business opportunities in an evolving regional integration. In 1990 ASEAN (Association of Southeast Asian Nations) had not developed its economic integration since its founding over twenty years before. Nestle saw an opportunity both to develop its business in a rapidly growing economy and to take a leap ahead of the competition. The case examines the strategic logic of Nestle''s investment in five countries, along with the likely attitudes of the governments involved. Students develop a negotiating strategy in light of the above. The case can also be used as a negotiating exercise. The case concludes with issues of internal organisation in Nestle.