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商品編號： 9-515-059 出版日期： 2015/01/09 作者姓名： Deshpande, Rohit;Cekin, Esel 商品類別： Marketing 商品規格： 20p 再版日期： 2019/07/30 地域： Japan;North America;Turkey 產業： Beverages;Food 個案年度： 2008 - 2014
商品敘述：
This case concerns Yildiz Holding''s acquisition of Godiva Chocolatier from its previous owner, Campbell Soup, and its strategy in preserving Godiva''s ""made in Belgium"" brand position. Provenance Paradox, a problem faced by companies in emerging countries trying to establish their brands in developed markets, had not become a problem for Yildiz Holding. After patiently waiting five years and seeing the company not performing as desired, Murat lker, the chairman of Yildiz, decides to change the management structure and encourage rethinking brand positioning, channels, and communications in the U.S. market. How was the Godiva brand affected by the execution problems of previous management? Why did Godiva succeed in international markets while it declined in the U.S.? What were the implications of the change in marketing strategy to Godiva''s brand image?
涵蓋領域：
Acquisitions;Branding;Change management;Emerging markets;Innovation;Internationalization;Marketing;Strategic positioning;Strategy
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