| HBS Case Collection
(Revised from original 1994 version)
Barilla SpA (A)
Barilla SpA, an Italian manufacturer that sells to its retailers largely through third-party distributors, experienced widely fluctuating demand patterns from its distributors during the late 1980s. This case describes a proposal to address the problem by implementing a continuous replenishment program, under which the responsibility for determining shipment quantities to the distributors would shift from the distributors to Barilla. Describes support and resistance within Barilla's different functional areas and within the distributors Barilla approached with the proposal.
Keywords: Order Taking and Fulfillment;
Food and Beverage Industry;
Hammond, Janice H. "Barilla SpA (A)." Harvard Business School Case 694-046, March 2008. (Revised from original May 1994 version.)