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Beiersdorf AG: Expanding Nivea's Global Reach
Paul W. Beamish; Vanessa HasseCase IVEY-9B13M016-EStrategyIn 2012, two years after a major restructuring project had begun at German skin care producer Beiersdorf, the process was still ongoing. The new chief executive officer (CEO) inherited several challenges from his predecessor, including the difficult implementation of the new transnational strategy, opposition from employees and the work council, and ineffective market-entry strategies (especially in China). Strong competitors and a slow rate of e...Starting at €8.20