The Oreo in China: Time to get it right or to get out

In late 2005 as Shawn Warren, the head of biscuits at Kraft for Asia Pacific, surveys the China market for Oreos he knew he had to make changes and fast. The company’s flagship brand was falling far short of expectations in the world’s most populous country. This meant that the turnaround had to be...

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Bibliographic Details
Main Authors: REDDY, Srinivas K., SPROULE, Kevin W.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2012
Subjects:
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/27
https://cmp.smu.edu.sg/case/3111
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Institution: Singapore Management University
Language: English
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