Procter and Gamble Europe: Ariel Ultra’s Eurobrand Strategy

It’s a critical time for Procter and Gamble – no fun or games. The company is planning product development through a major pan-European project. It must consider intricacies such as cross-border processes and interaction between strategic and organisational developments. Read why Professor Paul Verdin, Professor Christopher A. Bartlett and co-author Alice De Koning propose a bit of “play time” at this juncture – role-playing time, that is.

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