Publications
Publications
- September 1984 (Revised September 1993)
- HBS Case Collection
Nestle S.A.: International Marketing (A)
By: John A. Quelch
Abstract
A senior manager at Nestle's headquarters is reviewing the role of the central marketing staff with respect to Nestle's operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of the operating companies are presented.
Keywords
Globalized Firms and Management; Organizational Design; Organizational Structure; Marketing; Operations; Advertising; Management Teams; Food and Beverage Industry; Health Industry; Switzerland
Citation
Quelch, John A., and Edward J. Hoff. "Nestle S.A.: International Marketing (A)." Harvard Business School Case 585-013, September 1984. (Revised September 1993.)