Tupperware Nordic (B): Challenges to Direct Selling in the Web 2.0 Era

Published 24 May 2012
Reference 5793
Topic Strategy
Industry E-Commerce
Region Europe
Summary

The head of Tupperware Nordic faces high turnover and low motivation of the sales consultants. He seeks to understand how to use social media in innovative ways to address these challenges and to modernize the image of Tupperware. Instead of making significant investments in IT infrastructure, he uses existing social media tools and focuses on building emotional capital inside Tupperware.

Teaching objectives

The case can be used to do an industry analysis and conduct an assessment of the drivers of the company's competitive advantage. It shows how the use of the new communication technologies (such as social media) inside and outside the organization must be linked to understanding the sources of competitive advantage. The case can be used to develop the concept of an organization's.

Keywords
  • social media
  • competitive advantage
  • direct selling
  • social networking
  • emotional capital
  • knowledge sharing
  • Q31112
  • European Competitiveness
  • Europe
  • Best Practices