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Case Study

Tetra Pak(C): Implementing new initiatives

By Kamran Kashani and Janet Shaner

14 pages

June 2003

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Reference: IMD-5-0606

The C-case describes Tetra Pak’s decision to implement the customer satisfaction survey among all its local operations worldwide. The case also lists a number of other initiatives to re-orient the organization towards its customers and improve customer satisfaction. Among these initiatives are: customer win-back program, key account management, employee satisfaction initiative, and balanced scorecard. The over-riding question is: Will all these initiatives help redress the customer satisfaction problem?

Keywords

Change Management, Customer Orientation, Industrial Marketing, Key Account Marketing, Marketing, Marketing Implementation, Value Chain Marketing

Settings

Italy
2000-2002

Type

Field Research

Available Languages

English, Italian, Japanese, Chinese

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This case study is part of a series

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)

2005 EFMD AWARD WINNER (Marketing)

This case study is part of a series

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)

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