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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| Format: | text |
| Language: | English |
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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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| Institution: | Singapore Management University |
| Language: | English |