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Prize winner
Case
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Reference no. 9-384-139
Subject category: Strategy and General Management
Authors: Christopher A Bartlett (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1983
Version: 16 October 1989
Length: 18 pages
Data source: Field research
Topics: Business policy; Market entry; International business; Marketing implementation; Marketing strategy; Subsidiaries
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Abstract

Describes P&G's expansion in Europe, including the development of a strong country subsidiary management, responsive to local market differences. The launch of a new product presents strategic and organizational challenges as P&G considers making this their first Eurobrand, and managing it in a coordinated Europewide fashion.
Location:
Europe
Industry:
Soap & detergents
Size:
USD11 billion assets
Other setting(s):
1981
Teaching note
-
Reference no. 5-388-131
Subject category: Strategy and General Management
Authors: Christopher A Bartlett (Harvard Business School)
Published by: Harvard Business Publishing
Published in: 1988
Length: 13 pages
View full details
Teaching note
-
Reference no. 5-587-171
Subject category: Strategy and General Management
Authors: Christopher A Bartlett (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 26 May 1988
Length: 11 pages
View full details
Case
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Reference no. 9-308-S10
Spanish language
Subject category: Strategy and General Management
Authors: Christopher A Bartlett (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1983
Version: 16 October 1989
Revision date: 10-Apr-2019
Length: 20 pages
Data source: Field research
Topics: Business policy; Market entry; International business; Marketing implementation; Marketing strategy; Subsidiaries
View full details

About

Abstract

Describes P&G's expansion in Europe, including the development of a strong country subsidiary management, responsive to local market differences. The launch of a new product presents strategic and organizational challenges as P&G considers making this their first Eurobrand, and managing it in a coordinated Europewide fashion.

Settings

Location:
Europe
Industry:
Soap & detergents
Size:
USD11 billion assets
Other setting(s):
1981

Related

Teaching note
-
Reference no. 5-388-131
Subject category: Strategy and General Management
Authors: Christopher A Bartlett (Harvard Business School)
Published by: Harvard Business Publishing
Published in: 1988
Length: 13 pages
View full details
Teaching note
-
Reference no. 5-587-171
Subject category: Strategy and General Management
Authors: Christopher A Bartlett (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 26 May 1988
Length: 11 pages
View full details
Case
-
Reference no. 9-308-S10
Spanish language
Subject category: Strategy and General Management
Authors: Christopher A Bartlett (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1983
Version: 16 October 1989
Revision date: 10-Apr-2019
Length: 20 pages
Data source: Field research
Topics: Business policy; Market entry; International business; Marketing implementation; Marketing strategy; Subsidiaries
View full details
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