Kao in Europe

Published 01 Jan 1993
Reference 335
Topic Strategy
Industry Chemicals
Region Europe
Summary

Describes the problems of a leading Japanese detergents company entering Europe. In 1992 it had operations in 10 countries, though not in its core business. Coordination across Europe remained difficult and Japanese and European managers encountered communication problems. The reaction of Kao's headquarters in Tokyo was to reorganise.

Teaching objectives

To discuss internationalisation and entry strategy, how to manage across borders and cultures, and organisational structures versus networking.