Procter and Gamble Europe: Ariel Ultra's Eurobrand Strategy

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Prize winner

Case

Reference no. 300-085-1

Subject category: Strategy and General Management

Authors: Christopher A Bartlett (Harvard Business School); Alice de Koning (Stockholm School of Entrepreneurship); Paul Verdin (INSEAD)

Published by: INSEAD

Published in: 2000

Length: 24 pages

Data source: Field research

Topics: European integration; Change management; Corporate transformation; Innovation; Regional strategy and organisation; International marketing; Multinational marketing; Multinational organisation; European management; Pan-European brands

Share a link: https://casecent.re/p/8366

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Abstract

The case describes the critical competitive decision issue facing P&G Europe in the course of a major pan-European product development project. Major attention is given to cross-border processes and interaction between strategic and organisational developments. The case allows for a role-play (up to eight different roles) within a complex multi-national setting in Europe, from functional and general country manager to European and world-wide headquarters.

Location:

Europe

Industry:

Consumer products

Other setting(s):

1989