An Oreo with Chinese characteristics
In late 2005, Shawn Warren, head of biscuits, Asia Pacific for Kraft, was in desperate need of a quick turnaround strategy. Oreo, after nearly 10 years in the China market was facing the imminent disaster of being completely pulled from the shelves. Local retail channels, along with company headquar...
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Institutional Knowledge at Singapore Management University
2014
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| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/4992 https://ink.library.smu.edu.sg/context/lkcsb_research/article/5991/viewcontent/AnOreoWithChineseChar.pdf |
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sg-smu-ink.lkcsb_research-59912017-02-03T02:21:39Z An Oreo with Chinese characteristics REDDY, Srinivas K. In late 2005, Shawn Warren, head of biscuits, Asia Pacific for Kraft, was in desperate need of a quick turnaround strategy. Oreo, after nearly 10 years in the China market was facing the imminent disaster of being completely pulled from the shelves. Local retail channels, along with company headquarters near Chicago, had finally grown impatient of the iconic product's lacklustre sales. When Warren described the turnaround in March 2012, he said, "The first step to solving a problem is to admit you have one. We are committed to have this brand and put resources behind it." 2014-05-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/lkcsb_research/4992 https://ink.library.smu.edu.sg/context/lkcsb_research/article/5991/viewcontent/AnOreoWithChineseChar.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Oreo biscuits food industry China brand marketing Asian Studies Marketing Strategic Management Policy |
| institution |
Singapore Management University |
| building |
SMU Libraries |
| continent |
Asia |
| country |
Singapore Singapore |
| content_provider |
SMU Libraries |
| collection |
InK@SMU |
| language |
English |
| topic |
Oreo biscuits food industry China brand marketing Asian Studies Marketing Strategic Management Policy |
| spellingShingle |
Oreo biscuits food industry China brand marketing Asian Studies Marketing Strategic Management Policy REDDY, Srinivas K. An Oreo with Chinese characteristics |
| description |
In late 2005, Shawn Warren, head of biscuits, Asia Pacific for Kraft, was in desperate need of a quick turnaround strategy. Oreo, after nearly 10 years in the China market was facing the imminent disaster of being completely pulled from the shelves. Local retail channels, along with company headquarters near Chicago, had finally grown impatient of the iconic product's lacklustre sales. When Warren described the turnaround in March 2012, he said, "The first step to solving a problem is to admit you have one. We are committed to have this brand and put resources behind it." |
| format |
text |
| author |
REDDY, Srinivas K. |
| author_facet |
REDDY, Srinivas K. |
| author_sort |
REDDY, Srinivas K. |
| title |
An Oreo with Chinese characteristics |
| title_short |
An Oreo with Chinese characteristics |
| title_full |
An Oreo with Chinese characteristics |
| title_fullStr |
An Oreo with Chinese characteristics |
| title_full_unstemmed |
An Oreo with Chinese characteristics |
| title_sort |
oreo with chinese characteristics |
| publisher |
Institutional Knowledge at Singapore Management University |
| publishDate |
2014 |
| url |
https://ink.library.smu.edu.sg/lkcsb_research/4992 https://ink.library.smu.edu.sg/context/lkcsb_research/article/5991/viewcontent/AnOreoWithChineseChar.pdf |
| _version_ |
1770573103942860800 |