Fan Milk head/hip box design project (B)
Fan Milk’s gradual spread across the West African coast was not the result of a predefined business model for expansion; it evolved over the years according to the varying stability of the region and at different speeds depending on markets, some of which developed faster than others. Each market was allowed to operate autonomously because it was simply not possible to closely control a company located in West Africa from headquarters in Denmark and furthermore, it was believed that the companies/markets would be most successful if they were managed by people locally. The drawback of such autonomously run companies/markets was that each one was allowed to develop in its own direction with few corporate guidelines on how the brand should be developed and hardly any uniform branding strategy across the markets. When Fan Milk finally adopted a strategy to develop a combined head and hip box to match the bicycle design, which had been identical in all markets from the beginning, it was faced with the challenge of reaching consensus on a uniform design in the different markets.
Participants learn how to adopt and implement a uniform design strategy in a relatively unsettled region where political, social and economic difficulties are not uncommon.
2013
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
Research Information & Knowledge Hub for additional information on IMD publications
Bossard, a Swiss company founded in 1731, has successfully transitioned from a product-centric approach to one that offers services and solutions. ...
99designs.com is a global platform connecting freelance designers with potential clients. The case study examines the potential impact of generativ...
In this study, we analyze how the performance-aspiration gap influences strategic change in family firms, providing evidence of the moderating role...
The call by the former Italian prime minister and ECB president for massive investment in the EU is a wake-up call to Europe's economic stagnation....
The case highlights the significant role played by the International Olympic Committee (IOC) in reducing its environmental footprint and promoting ...
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
in Review of Managerial Science October 2024, vol. 18, pp. 2981-3005 https://doi.org/10.1007/s11846-023-00703-3
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications