Ref: IMD-5-0606

Case study

Reference: IMD-5-0606

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Tetra Pak(C): Implementing new initiatives

Kamran Kashani

By Emeritus Professor Kamran KashaniKamran Kashani and Janet Shaner

The C-case describes Tetra Pak's decision to implement the customer satisfaction survey among all its local operations worldwide. The case also lists a number of other initiatives to re-orient the organization towards its customers and improve customer satisfaction. Among these initiatives are: customer win-back program, key account management, employee satisfaction initiative, and balanced scorecard. The over-riding question is: Will all these initiatives help redress the customer satisfaction problem?
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-5-0606

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Reference: IMD-5-0606

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