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Abstract
The West German subsidiary of a multinational complains that the UK company''s pricing policy for its leading toothpaste brand is producing parallel imports into West Germany and disrupting the market. Issues raised include local autonomy - central coordination, corporate profit cannibalisation, product portfolio analysis, brand share vs profit (short and long term), pricing, parallel trade, and relationship with retail trade.
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Abstract
The West German subsidiary of a multinational complains that the UK company''s pricing policy for its leading toothpaste brand is producing parallel imports into West Germany and disrupting the market. Issues raised include local autonomy - central coordination, corporate profit cannibalisation, product portfolio analysis, brand share vs profit (short and long term), pricing, parallel trade, and relationship with retail trade.
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