Case | HBS Case Collection | March 2011

United Cereal: Lora Brill's Eurobrand Challenge

by Christopher A. Bartlett and Carole Carlson


The case, set within the European organization of a giant multinational breakfast foods company, describes a launch decision for a new cereal product. As the case evolves, the decision has major strategic and organizational implications for Lora Brill, European VP. The case focuses especially on two important decisions facing Brill: Should Healthy Berry Crunch become the company's first Eurobrand and be introduced in a coordinated manner Europewide? And, from an organizational perspective, should she create Eurobrand Teams to implement her proposed Eurobrand concept?

Keywords: subsidiaries; organizational structure; organizational design; marketing strategy; Market entry; multinational corporations; strategy; Business Subsidiaries; Managerial Roles; Multinational Firms and Management; Organizational Design; Organizational Structure; Marketing Strategy; Market Entry and Exit; Product Launch; Cross-Cultural and Cross-Border Issues; Retail Industry; Food and Beverage Industry; Europe;


Bartlett, Christopher A., and Carole Carlson. "United Cereal: Lora Brill's Eurobrand Challenge." Harvard Business School Brief Case 114-269, March 2011.