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P&G Japan: The SK-II Globalization Project



著者:Bartlett, Christopher A.

価格(税込)¥1,342
サイズA4
ページ数24 ページ
発行年月2003年 3月
Product No.303003
言語英語
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商品の説明

Traces changes in P&G's international strategy and structure, culminating in Organization 2005, a reorganization that places strategic emphasis on product innovation rather than geographic expansion and shifts power from local subsidiary to global business management. In the context of these changes introduced by Durk Jager, P&G's new CEO, Paolo de Cesare is transferred to Japan, where he takes over the recently turned-around beauty care business. Within the familiar Max Factor portfolio he inherits is SK-II, a fast-growing, highly profitable skin care product developed in Japan. Priced at over $100 a bottle, this is not a typical P&G product, but its successful introduction in Taiwan and Hong Kong has de Cesare thinking the brand has global potential. As the case closes, he is questioning whether he should take a proposal to the beauty care global business unit to expand into Mainland China and/or Europe.

その他の情報

>>この文献には日本語翻訳版があります。
種別Case (Field)
業種
発行元Harvard Business School
補足Case Teaching Note, (304023), 17p, by Christopher A. Bartlett;Spreadsheet Supplement, (XLS140), 0p, by Christopher A. Bartlett※当サービスではTeaching Note,Videoの販売はおこなっておりません。

キーワード

Globalization;International business;International management;International marketing;Subsidiaries;Innovation;Organizational structure;Product development;Multinational corporations;Implementing strategy

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