Publications
Publications
- November 1983 (Revised October 1989)
- HBS Case Collection
Procter & Gamble Europe: Vizir Launch
Abstract
Describes P&G's expansion in Europe, including the development of a strong country subsidiary management, responsive to local market differences. The launch of a new product presents strategic and organizational challenges as P&G considers making this their first Eurobrand, and managing it in a coordinated Europewide fashion.
Keywords
Business Subsidiaries; Trade; Business or Company Management; Growth and Development Strategy; Product Launch; Emerging Markets; Organizational Design; Problems and Challenges; Expansion; Europe
Citation
Bartlett, Christopher A. "Procter & Gamble Europe: Vizir Launch." Harvard Business School Case 384-139, November 1983. (Revised October 1989.)