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Henkel Asia-Pacific

Author: Schütte, Hellmut INSEAD Area: Asian Business and Comparative ManagementPublisher: Fontainebleau : INSEAD, 1994. ; INSEAD Euro-Asia Centre (EAC) 1994.Language: EnglishDescription: 17 p.Type of document: INSEAD CaseAbstract: 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 competitionPedagogical Objectives: 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
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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

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

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