Ref: IMD-5-0607

Case study

Reference: IMD-5-0607

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Tetra Pak (D): Results achieved(and the remaining issues)

Kamran Kashani

By Emeritus Professor Kamran KashaniKamran Kashani

The D-case describes some of the results achieved within the first two years following the implementation of customer satisfaction initiative. Some of the results are impressive, others not. The case also highlights some of the emerging issues and returns to the point of departure, the current situation with the Italian customer whose latest survey results point to a general improvement in overall satisfaction. The case raises the following questions: What is the good news and what is not? Where should Tetra Pak go from here?
Keywords Change Management, Customer Orientation, Industrial Marketing, Key Account Marketing, Marketing, Marketing Implementation, Value Chain Marketing
Settings Italy
Type Field Research
Copyright ©2002
Available Languages English, Italian, Japanese, Chinese
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Reference: IMD-5-0607

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Reference: IMD-5-0607

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