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Case
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Reference no. 9-585-013
Subject category: Marketing
Authors: Edward J Hoff (Harvard Business School); John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1984
Version: 21 September 1993
Length: 29 pages
Data source: Field research
Topics: Advertising; Consumer marketing; Food; International marketing; Marketing organization; Operations management; Packaging
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Abstract

A senior manager at Nestle''s headquarters is reviewing the role of the central marketing staff with respect to Nestle''s operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of the operating companies are presented.
Location:
Worldwide
Industry:
Food products
Size:
Fortune 500, USD14 billion sales
Other setting(s):
1983
Teaching note
-
Reference no. 5-587-017
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 5 January 1994
Length: 13 pages
Data source: Field research
View full details
Case
-
Reference no. 9-506-S19
Spanish language
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Edward J Hoff (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1984
Version: 21 September 1993
Revision date: 24-Apr-2019
Length: 32 pages
Data source: Field research
Topics: International marketing; Operations; Advertising; Consumer marketing; Marketing organization; Packaging
View full details
Compact case
Supplement
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Reference no. 9-594-011
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1993
Version: 23 August 1993
Length: 5 pages
Data source: Field research
Topics: Advertising; Consumer marketing; International marketing; Marketing organization; Operations & processes; Packaging
View full details

About

Abstract

A senior manager at Nestle''s headquarters is reviewing the role of the central marketing staff with respect to Nestle''s operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of the operating companies are presented.

Settings

Location:
Worldwide
Industry:
Food products
Size:
Fortune 500, USD14 billion sales
Other setting(s):
1983

Related

Teaching note
-
Reference no. 5-587-017
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 5 January 1994
Length: 13 pages
Data source: Field research
View full details
Case
-
Reference no. 9-506-S19
Spanish language
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Edward J Hoff (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1984
Version: 21 September 1993
Revision date: 24-Apr-2019
Length: 32 pages
Data source: Field research
Topics: International marketing; Operations; Advertising; Consumer marketing; Marketing organization; Packaging
View full details
Compact case
Supplement
-
Reference no. 9-594-011
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1993
Version: 23 August 1993
Length: 5 pages
Data source: Field research
Topics: Advertising; Consumer marketing; International marketing; Marketing organization; Operations & processes; Packaging
View full details