| Description |
1 online resource (6 pages) |
| Series |
International business online (text) |
|
Thunderbird case series |
| Summary |
Migros is a grocery retailer in Switzerland, organized as a co-op with over one million Swiss households as members. Migros also operates a travel agency, gas stations, a book and record club, and other business. The case asks why Migros has not been more successful abroad, especially in Austria, given the seemingly quite similar cultural environment and language (German). A key issue is the Migros brand strategy, both in the domestic market and abroad. Cultural questions are important since behavior and food preferences vary significantly. The case also raises the question what a successful enterprise can do when it seemingly cannot grow |
| Notes |
Title from resource description page (viewed July 24, 2014) |
|
Thunderbird case number: A12-05-0002 |
| Bibliography |
Includes bibliographical references |
| Notes |
This edition in English |
| Subject |
Grocery trade -- Switzerland -- Case studies
|
|
Export marketing -- Case studies
|
|
Export marketing.
|
|
Grocery trade.
|
|
Switzerland.
|
| Genre/Form |
Case studies.
|
| Form |
Electronic book
|
| Author |
Thunderbird, The Garvin School of International Management.
|
|
