Subject category:
Marketing
Published by:
NACRA - North American Case Research Association
Length: 22 pages
Data source: Field research
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Abstract
When corporate budgeted an 11 percent increase in world-wide sales for Baileys Irish Cream, two regional managers were nervous. Responsible for the US and Europe, they accounted for 65 percent of Baileys sales and both felt such an increase was unlikely in their own territories. Yet corporate managers expected results, not complaints. Should they object to corporate objectives they felt were unrealistic?
Subject category:
Marketing
Published by:
NACRA - North American Case Research Association
Length: 15 pages
Data source: Field research
About
Abstract
When corporate budgeted an 11 percent increase in world-wide sales for Baileys Irish Cream, two regional managers were nervous. Responsible for the US and Europe, they accounted for 65 percent of Baileys sales and both felt such an increase was unlikely in their own territories. Yet corporate managers expected results, not complaints. Should they object to corporate objectives they felt were unrealistic?
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Subject category:
Marketing
Published by:
NACRA - North American Case Research Association
Length: 15 pages
Data source: Field research