School of Business publications portal

eCase Collection - abstracts

HSE_CASE_NR: 398-025 | status: active
Authors: Kangasniemi, Katja
Piekkari, Rebecca (supervisor)
Sasi, Viveca (supervisor)
Kirpalani, Manek (supervisor)
Material: 10 pages + 8 exhibits
Publication year: 2007  Language: eng
Keywords: adaptation; dairy products; international marketing; standardization; transitional economies
Abstract: In May 1997 Mr. Jaakko Lehtonen, the Export Director of Valio Ltd., Fresh Products Division, had invited marketing agency representatives from the Valio Fresh Products export markets to the company headquarters in Helsinki. The plan was to discuss the preliminary consumer perceptions of a new package series design, to be exported to the Swedish, Estonian and Russian markets. These markets and the customer preferences are described in great detail. The case is intended for International marketing/ Marketing management courses, Area Studies courses specializing in Eastern Europe or the EU, Other courses specializing in the EU, and Design management courses.