The B-case describes the innovation process and the concept of Schoeller’s Returnable Transport Container System (MTS), discussing the pros and cons of returnable and one-way-systems. Also described are Schoeller’s decision to go global and its concerns about marketing its star product, the International Food Container (IFCO), internationally. The case enables an analysis of international business potentials, formation of alternative strategies for going global and the organizational adaptation, formation of strategy for Schoeller and IFCO.
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Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications