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Case
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Reference no. 394-126-1
Authors: Hellmut Schutte
Published by: INSEAD
Published in: 1994
Length: 18 pages
Data source: Field research

Abstract

The case describes the efforts of Henkel to focus the attention of its various business units on fast growing Asia. It shows the process of strategy development and implementation with the help of a regional headquarters. Business picks up rapidly, but the speed of expansion may be insufficient compared to market growth and competition. The teaching objectives are to demonstrate the difficulties a company has in changing the mind of its managers regarding territories outside the boundaries of traditional strength; to highlight the importance of symbolic actions in large, complex multinational firms. There is a Japanese translation available (J394-126-1).
Location:
Industry:
Size:
DEM14 billion
Other setting(s):
1986-1994

About

Abstract

The case describes the efforts of Henkel to focus the attention of its various business units on fast growing Asia. It shows the process of strategy development and implementation with the help of a regional headquarters. Business picks up rapidly, but the speed of expansion may be insufficient compared to market growth and competition. The teaching objectives are to demonstrate the difficulties a company has in changing the mind of its managers regarding territories outside the boundaries of traditional strength; to highlight the importance of symbolic actions in large, complex multinational firms. There is a Japanese translation available (J394-126-1).

Settings

Location:
Industry:
Size:
DEM14 billion
Other setting(s):
1986-1994

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