Henkel Asia Pacific

Published 01 Jan 1994
Reference 4390
Topic Strategy
Industry Chemicals
Region Asia
Length 17 page(s)
Language English

The case describes the efforts of Henkel to focus the attention of its various business units on fast growing Asia. It shows the process of strategy development and implementation with the help of a regional headquarters. Business picks up rapidly, but the speed of expansion may be insufficient compared to market growth and competition.

Teaching objectives

To demonstrate the difficulties a company has in changing the mind of its managers regarding territories outside the boundaries of traditional strength. To highlight the importance of symbolic actions in large complex multinational firms.

  • AR1994