Case Study

Tetra Pak (D): Results achieved(and the remaining issues)

14 pages
June 2003
Reference: IMD-5-0607

The D-case describes some of the results achieved within the first two years following the implementation of customer satisfaction initiative. Some of the results are impressive, others not. The case also highlights some of the emerging issues and returns to the point of departure, the current situation with the Italian customer whose latest survey results point to a general improvement in overall satisfaction. The case raises the following questions: What is the good news and what is not? Where should Tetra Pak go from here?

Change Management, Customer Orientation, Industrial Marketing, Key Account Marketing, Marketing, Marketing Implementation, Value Chain Marketing
Field Research
© 2002
Available Languages
English, Italian, Japanese, Chinese
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