TY - GEN
T1 - Unilever Knorr Nordic
T2 - Navigating between Global Efficiency and Local Responsiveness
AU - Andersen, Poul Houman
AU - Laursen, Linda Nhu
AU - Cross, Graham
N1 - Based on field research; 15 pages Follow the 'handle' link to access the Case Study on RePub. For EUR staff members: the Teaching Note is available on request, you can contact us at rsm.nl/cdc/contact/ For external users: follow the link to purchase the Case Study and the Teaching Note.
PY - 2023
Y1 - 2023
N2 - This case brings attention to the complex intricacies of bringing about innovation and change in a multinational corporation (MNC). It displays the challenges managers face, when driving entrepreneurship in a complex MNC organisation, with delegated responsibilities and where multiple organisational levels are involved in decision-making. The backdrop for the case is the challenge of corporate entrepreneurship. Bringing brand management and brand renewal in alignment with local market preferences and competition in relation to Knorr, an iconic brand within the Fast-Moving Consumer Goods (FMCG) industry. The case examines the various perspectives and interests of corporate stakeholders positioned centrally as well as in the local headquarters. Students are expected to reflect on issues related to the global marketing strategies of MNCs, corporate entrepreneurship, how decision-making occurs in complex multinationals, and how to foster innovation in such environments.
AB - This case brings attention to the complex intricacies of bringing about innovation and change in a multinational corporation (MNC). It displays the challenges managers face, when driving entrepreneurship in a complex MNC organisation, with delegated responsibilities and where multiple organisational levels are involved in decision-making. The backdrop for the case is the challenge of corporate entrepreneurship. Bringing brand management and brand renewal in alignment with local market preferences and competition in relation to Knorr, an iconic brand within the Fast-Moving Consumer Goods (FMCG) industry. The case examines the various perspectives and interests of corporate stakeholders positioned centrally as well as in the local headquarters. Students are expected to reflect on issues related to the global marketing strategies of MNCs, corporate entrepreneurship, how decision-making occurs in complex multinationals, and how to foster innovation in such environments.
M3 - Teaching case
T3 - RSM Case Development Centre
ER -