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  • March 2011
  • Case
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United Cereal: Lora Brill's Eurobrand Challenge

By: Christopher A. Bartlett and Carole Carlson
  • Format:Print
  • | Language:English
  • | Pages:10
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Abstract

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; 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

Citation

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

Christopher A. Bartlett

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Related Work

    • March 2011
    • Faculty Research

    United Cereal: Lora Brill's Eurobrand Challenge (Brief Case)

    By: Christopher A. Bartlett and Carole Carlson
Related Work
  • United Cereal: Lora Brill's Eurobrand Challenge (Brief Case) By: Christopher A. Bartlett and Carole Carlson
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