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Case
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Reference no. 9-585-185
Subject category: Marketing
Authors: Robert J Dolan
Published by: Harvard Business Publishing
Published in: 1985
Length: 17 pages
Data source: Field research
Topics: Brands; Household products; International marketing; Multinational corporations; Product management
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Abstract

Henkel''s adhesive group is considering a major change in the international selling of its two major adhesives products for households. The proposed strategy is based on two concepts: umbrella branding and global standardization.
Teaching note
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Reference no. 5-587-164
Subject category: Marketing
Authors: Robert J Dolan
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 21 May 1987
Length: 16 pages
View full details

About

Abstract

Henkel''s adhesive group is considering a major change in the international selling of its two major adhesives products for households. The proposed strategy is based on two concepts: umbrella branding and global standardization.

Related

Teaching note
-
Reference no. 5-587-164
Subject category: Marketing
Authors: Robert J Dolan
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 21 May 1987
Length: 16 pages
View full details