Whirpool Corporation is the world’s leading marketer of major appliances. Its growth in the last ten years from a mostly domestic manufacturer to a global player is the result of a customer‐driven strategy adopted in which the company’s strengths are leveraged for growth around the world. Ivan Menezes, vice president, group marketing, Whirlpool Europe, talks about strategies and approaches that have made Whirlpool succeed not only in the fragmented European market but also in the emerging markets of central Europe, Latin America, and Asia. The key is to combine talent and best practice across borders to provide customers with value.
Ronkainen, I. and Menezes, I. (1996), "Implementing global marketing strategy: An interview with Whirlpool Corporation", International Marketing Review, Vol. 13 No. 3, pp. 56-63. https://doi.org/10.1108/02651339610122991Download as .RIS
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