Ref: IMD-5-0606

Case study

Reference: IMD-5-0606

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Tetra Pak(C): Implementing new initiatives

By Emeritus Professor Kamran Kashani Kamran 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?
KeywordsChange Management, Customer Orientation, Industrial Marketing, Key Account Marketing, Marketing, Marketing Implementation, Value Chain Marketing
TypeField Research
Available LanguagesEnglish, Italian, Japanese, Chinese
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Reference: IMD-5-0606

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Reference: IMD-5-0606

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