The case, set within the European organization of a giant multinational breakfast foods company, describes a launch decision for a new cereal product. As the case evolves, the decision has major strategic and organizational implications for Lora Brill, European VP. The case focuses especially on two important decisions facing Brill: Should Healthy Berry Crunch become the company's first Eurobrand and be introduced in a coordinated manner Europewide? And, from an organizational perspective, should she create Eurobrand Teams to implement her proposed Eurobrand concept?
1. To review the process of balancing efficiency of cross-border integration with the responsiveness required by national differences in developing global product strategy.
2. To explore the organizational implications of global strategic choices, including the implications for the assignment of roles and responsibilities to managers.
3. To examine the behavioral as well as strategic issues involved in a multinational new product launch when management must take various country preferences into account.
4. To expose students to the increasingly important role of country-level operations in developing and diffusing global innovations.
Cross cultural relations;
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