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Wall's ice cream in Thailand

Author: Williamson, Peter J. INSEAD Area: Asian Business and Comparative ManagementPublisher: Fontainebleau : INSEAD, 1998. ; INSEAD Euro-Asia Centre (EAC) 1998.Language: EnglishDescription: 5 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: This case updates the earlier case series from Harvard Business School (Lever Brothers Thailand (A, B1, B2 and C). It discusses the entry of new multinational competitors, their strategies for winning market share against Unilever's Walls brand and Unilever's response to defend its positionPedagogical Objectives: Understand the competitive dynamics of an Asian market and the interaction between established multinationals, new entrants and local players. Explore how strategy and underlaying capabilities need to change in responses to a changing market environment.
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INSEAD Case Asia Campus
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Print Consultation only BC000352
INSEAD Case Europe Campus
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Print Consultation only BC000351
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

Understand the competitive dynamics of an Asian market and the interaction between established multinationals, new entrants and local players. Explore how strategy and underlaying capabilities need to change in responses to a changing market environment.

This case updates the earlier case series from Harvard Business School (Lever Brothers Thailand (A, B1, B2 and C). It discusses the entry of new multinational competitors, their strategies for winning market share against Unilever's Walls brand and Unilever's response to defend its position

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