Case Study

Tetra Pak(C): Implementing new initiatives

14 pages
June 2003
Reference: IMD-5-0606

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?

Change Management, Customer Orientation, Industrial Marketing, Key Account Marketing, Marketing, Marketing Implementation, Value Chain Marketing
Field Research
© 2002
Available Languages
English, Italian, Japanese, Chinese
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