Limit search to available items
Author Zerio, John.

Title Philips : the branding challenge / John Zerio
Published [Glendale, AZ] : Thunderbird, The Garvin School of International Management, ©2006


Description 1 online resource (7 pages)
Series International business online (text)
Thunderbird case series
Summary The case describes the pressures faced by the CEO and newly hired Chief Marketing Officer to transform Philips into a customer-driven organization. The new market orientation was followed by drastic redesign of internal processes to bring the company close to its customers, especially the mass market retailers. Competing against powerful brands that carried panache and enjoyed a high hipness factor, Philips must redefine its brand vision and promise. The immediate challenge is to rewire the brand message for the Generation Y market in a selected number of international markets
Notes Title from resource description page (viewed July 24, 2014)
Thunderbird case number: A12-06-0008
This edition in English
Subject Philips Electronics N.V. -- Case studies
Philips Electronics N.V.
Electronic industries -- Netherlands -- Marketing -- Case studies
Branding (Marketing) -- Case studies
Branding (Marketing)
Electronic industries -- Marketing.
Genre/Form Case studies.
Form Electronic book
Author Thunderbird, The Garvin School of International Management.