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Case Study

Nestlé in ASEAN

By George Taucher and T. Thian Ser

20 pages

September 1996

Reference: IMD-3-0610

This case addresses the question of business opportunities in an evolving regional integration. In 1990, ASEAN had not developed its economic integration since its founding over twenty years before. Nestli saw an opportunity to both develop its business in a rapidly growing economy and take a leap ahead of the competition. The case examines the strategic logic of Nestle’s investment in five countries, along with the likely attitudes of the governments involved. Students develop a negotiating strategy in light of the above. The case can also be used as a negotiating exercise. The case concludes with issues of internal organization at Nestli.

Keywords

Food

Settings

1990

Type

Field Research

Available Languages

English

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