Case study Questions


(1) Please describe Unilever’s European efforts in developing novel spreads products. What do Exhibits 4, 5, and 6 tell us about the likely success of these efforts?


(2) What should the German team have done differently with the development of Krona?


(3) What are the fundamental, underlying reasons why other country organizations did not embrace the Krona concept with enthusiasm?


(4) What should Bill Bordewijk do?

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