Case Study

ICI Paints (A): Strategy for globalization

21 pages
August 1993
Reference: IMD-3-0557

Case deals with situation at ICI Paints in early 1990. Although global leadership in volume had been reached, company was not yet a leader in profitability. Case details ICI Paints’ strategic position by industry segment and geographically. Raises issues as to whether a global strategy is appropriate, and if so, whether one for the entire business or a different one for each segment. Details on organization allow for discussion of geographic vs. product line organization in a global company. Can be used in conjunction with the World Paint Industry Note (GM-451).

Global Strategy, Paint
Field Research
© 1990
Available Languages
Related material
Teaching note, Video
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