Publications
Publications
- June 1985
- HBS Case Collection
Henkel Group: Umbrella Branding and Globalization Decisions
By: Robert J. Dolan
Abstract
Henkel's adhesive group is considering a major change in the international selling of its two major adhesives products for households. The proposed strategy is based on two concepts: umbrella branding and global standardization.
Keywords
Citation
Dolan, Robert J. "Henkel Group: Umbrella Branding and Globalization Decisions." Harvard Business School Case 585-185, June 1985.