From its humble start in 1868 in Marysville, Ohio, as a seller of hardware and seeds, the Scotts Company has grown into the world’s number one marketer of branded consumer lawn and garden products. Its expansion into Europe in the 1990s marked the company’s first foray into the region, an area US managers felt was ripe for growth. But after buying five businesses that had leading brands in their regions, numerous obstacles sprouted up, making it difficult for Scotts to create a streamlined, fully integrated pan-European business. Professors Luk Van Wassenhove and Regine Slagmulder, along with Research Associate Margaret Vaysman, pick up the story in this recent case.
Authors: Luk N. Van Wassenhove, Margaret Vaysman, Regine Slagmulder
Subjects: Management, Operations
Company: The Scotts Company