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Complete Case details are given below :
Case Name : United Cereal: Lora Brill's Eurobrand Challenge
Authors : Christopher A. Bartlett, Carole Carlson
Discipline : International Business
Case Length : 10 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
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?
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