An Oreo with Chinese characteristics

• المؤلف الرئيسي: REDDY, Srinivas K.
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2014
• الموضوعات: Oreo; biscuits; food industry; China; brand; marketing; Asian Studies; Marketing; Strategic Management Policy
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/lkcsb_research/4992; https://ink.library.smu.edu.sg/context/lkcsb_research/article/5991/viewcontent/AnOreoWithChineseChar.pdf
• المؤسسة: Singapore Management University

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...