Case | HBS Case Collection | September 1984

Henkel Corp.: International Sealants Brand SISTA (A)

by Robert J. Dolan

Abstract

Corporate headquarters wishes to expand sales of a sealant product currently sold only in the West German market. Regional affiliates, operating on a profit center basis, are not enthusiastic about taking on the new product. The case describes the company's standardization plan in which the same product would be marketed with a standardized strategy throughout Europe.

Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Consumer Products Industry; Construction Industry; Europe; West Germany;

Citation:

Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (A)." Harvard Business School Case 585-099, September 1984.