Image of Procter & Gamble Europe: Vizir Launch--Interview with Wolfgang Berndt

Procter & Gamble Europe: Vizir Launch--Interview with Wolfgang Berndt

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30000000213143 (Video)Available - Ada

Publisher :Harvard Business School Publishing , 1986

Presents a videotaped interview with Wolfgang Berndt, advertising manager for P&G Germany at the time of the Vizir launch, and major proponent of its introduction as P&G's first Eurobrand. This video is divided into two segments. The first is designed to be used in the the middle of class by introducing Berndt's account of how the decision was taken to launch Vizir as a Eurobrand. He then raises some of the problems and concerns felt in the company about how Eurobrands should be managed. This provides a bridge to discuss the appropriateness of the Euroteams that have been formed, and to debate alternative organizational proposals. The second section describes the organizational approach taken, updates students on the outcome, and provides some interesting reflections on how the Eurobrand concept is leading a gradual globalization of some aspects of P&G's detergent strategy.

Series Title
Call Number
HF5415.15 Bar 143
Publisher Place Boston
12 Min

No other version available



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