Emmi Group
Implementing Strategy with Strategic Initiatives
Summary
Emmi Group, headquartered in Lucerne, Switzerland, is a leading European producer of dairy. This case describes Emmi’s major strategic initiatives to focus Emmi on premium products, to implement its internationalisation strategy in order to escape increasing competition from large European competitors, and to prepare for the expected liberalization of Emmi’s – Swiss – home market. The focal questions are why and how Emmi’s top management used several strategic initiatives to implement its major strategic objectives. In particular, it focuses on the different management styles Urs Riedener (Emmi’s new CEO) and his team used to guide Emmi’s cost management initiative, Emmi’s further international expansion, and Emmi’s efforts to defend its home market. This case also demonstrates how a firm can balance top management guidance and middle management involvement.
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Bibliographic Data
EMMI GROUP: IMPLEMENTING STRATEGY WITH STRATEGIC INITIATIVES
Case – Reference no. 313-223-1
Authors: Boppel, M. (University of St. Gallen); Menz, M. (University of St. Gallen)
Published in: 2013
Length: 15 pages
Data source: Field research
Teaching note – Reference no. 313-223-8
Authors: Boppel, M. (University of St. Gallen); Menz, M. (University of St. Gallen)
Published in: 2013
Length: 6 pages
Data source: Field research
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