Case Study

Nestlé in ASEAN

20 pages
September 1996
Reference: IMD-3-0610

This case addresses the question of business opportunities in an evolving regional integration. In 1990, ASEAN had not developed its economic integration since its founding over twenty years before. Nestli saw an opportunity to both develop its business in a rapidly growing economy and take a leap ahead of the competition. The case examines the strategic logic of Nestle’s investment in five countries, along with the likely attitudes of the governments involved. Students develop a negotiating strategy in light of the above. The case can also be used as a negotiating exercise. The case concludes with issues of internal organization at Nestli.

Field Research
© 1996
Available Languages
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics