Publications
Publications
- September 2001 (Revised June 2003)
- HBS Case Collection
Henkel KGaA: Detergents Division
Abstract
Henkel has to decide whether to replace its strong local detergent brands in Italy and Spain with its leading international brand, Persil. It faces pressure from retailers for international brand standardization. Its competitors, including P&G and Unilever, are consolidating their portfolios around a few global "power brands."
Keywords
Citation
Arnold, David J. "Henkel KGaA: Detergents Division." Harvard Business School Case 502-019, September 2001. (Revised June 2003.)