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Abstract

This case delineates the most significant brand image transformation project in the history of Turkish business. Arcelik, the largest Turkish white goods manufacturer, had grown to a considerable size in the international markets (especially in Europe), reaching 19 million households around the world. An export orientation, along with a well-executed acquisition strategy had served the company well. However, Arcelik''s top management felt that the company''s image did not truly reflect the transformed corporate identity, with a greater emphasis on innovation and creativity, beyond the traditional values of reliability and continuous presence in its key markets. Therefore, Arcelik embarked upon a risky, but potentially very rewarding exercise: building a new corporate image. Although few people wanted to risk losing Arcelik''s top place in the customers'' minds, this case illustrates how Arcelik eventually succeeded in aligning its corporate image with its contemporary values. The teaching note was written by Verda Ergin and Pinar Enberker.
Location:
Industry:
Size:
Large
Other setting(s):
1999-2003

About

Abstract

This case delineates the most significant brand image transformation project in the history of Turkish business. Arcelik, the largest Turkish white goods manufacturer, had grown to a considerable size in the international markets (especially in Europe), reaching 19 million households around the world. An export orientation, along with a well-executed acquisition strategy had served the company well. However, Arcelik''s top management felt that the company''s image did not truly reflect the transformed corporate identity, with a greater emphasis on innovation and creativity, beyond the traditional values of reliability and continuous presence in its key markets. Therefore, Arcelik embarked upon a risky, but potentially very rewarding exercise: building a new corporate image. Although few people wanted to risk losing Arcelik''s top place in the customers'' minds, this case illustrates how Arcelik eventually succeeded in aligning its corporate image with its contemporary values. The teaching note was written by Verda Ergin and Pinar Enberker.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1999-2003

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