1. Henkel Group
In 1981 Gunther Von Briskorn, in charge of Henkels most important brands: Pritt and Pattex became very concerned with the performance of the products on an international level. ... Strategy Risk The umbrella technique was not without risk though. The markets that the strategy would be implemented in were very segmented. ... Potential Solutions The umbrella strategy is a great concept and will work extremely well if implemented correctly. ... I think the idea of Briskorns, to promote a general advertising strategy internationally, is a good start. ...
- Word Count: 578
- Approx Pages: 2
- Grade Level: High School