IMD-3-1874 © 2007
Malnight, Thomas; Moncef, Anna
The B-case explains how Eris came to a brand-new technique; concentrated on raising their brand name to a premium level and developing a brand-new brand name for the mass market. It likewise demonstrates how the business professionalized their company while sustaining its distinct culture.
Does the business require to go into brand-new sectors to keep up with competitors in the mass market? Knowing goals: Learn how regional business can develop reliable techniques to contend with multinationals; how they can produce a premium brand name not just by contending with cost; how they can develop a distinct culture that values task fulfillment; development; inspires workers and enables them to stabilize expert and personal life.
Subjects: Strategy; Brand development; Branding; Culture; Emerging markets; Entrepreneurship; Expansion; Growth; Organization; Post-communism; Private business; Family business
Settings: Poland; Cosmetics; Skin care; Cosmeceutics; 2006 revenues PLN 127 million; 340 employees; 2003-2007
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