1 cases found.
The case decribes Johnnie Walker’s efforts to move from a multi-local product-focused brand to a global master brand, underlining that the switch is a strategic business decision. It begins by understanding and addressing a global customer need, then managing the standardization of marketing activities across markets, with significant internal changes required to existing structure and process.
- By 
Reference 6286
Published 26 Jun 2017
Topic Marketing
Region Global
Industry Food and Beverages Production
The case decribes Johnnie Walker’s efforts to move from a multi-local product-focused brand to a global master brand, underlining that the switch is a strategic business decision. It begins by understanding and addressing a global customer need, then managing the standardization of marketing activities across markets, with significant internal changes required to existing structure and process.