Change Management in Transition Economies: Integrating Corporate Strategy, Structure and Culture

Chapter 7: Case Study: Beiersdorf-Lechia SA, Poznan

Box 7.1: Beiersdorfs international consumer goods strategy

Box 7.2: Developing the Nivea strategy for Poland

Box 7.3: Nivea Krem and Nivea Creme in the Polish market

Sale of Nivea multipurpose creams in Poland (percentage of total sales volume)

Box 7.4: Introducing a new sales system for Poland

Box 7.5: Effective marketing communication the key growth drivers for the Nivea brand

Box 7.6: Conceptual framework of the organizational politics model

Box 7.7: Six points to remember in change management