Tetra Pak (B): The customer satisfaction initiative
The B-case describes Tetra Pak’s second proposal to its key Italian customer, a strategy that is finally accepted. At the same time an international customer satisfaction survey shows that Tetra Pak’s key accounts, including the Italian customer, are far from happy with their supplier. The case provides detailed data on the results of the customer satisfaction initiative and asks the student to assess the importance of survey results and what might be done in response to them.
2000-2002
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- Tetra Pak (A): The challenge of intimacy with a key customer
- Tetra Pak (B): The customer satisfaction initiative
- Tetra Pak (C): Implementing new initiatives
- Tetra Pak (D): Results achieved (and the remaining issues)
- Tetra Pak (A): The challenge of intimacy with a key customer
- Tetra Pak (B): The customer satisfaction initiative
- Tetra Pak (C): Implementing new initiatives
- Tetra Pak (D): Results achieved (and the remaining issues)
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
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in Harvard Business Review March-April 2024, vol. 102, issue 2, pp. 80-87
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Research Information & Knowledge Hub for additional information on IMD publications
The (B) case describes the same customer’s follow-up experience in the same exclusive retail outlet. The case invites the participants to further i...
A short (A) describes the experience of a wealthy Chinese customer going to buy an exclusive watch in the retail outlet of a famous Swiss luxury br...
Research Information & Knowledge Hub for additional information on IMD publications
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Research Information & Knowledge Hub for additional information on IMD publications
The (C) case describes the customer’s after-sales experience. The participants need to identify what went wrong again and how the brand might save ...
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