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Executive summary
The paper has been divided into two parts. The first part addresses the internal and external
influence on Nestle, which it is basically the environment analysis of the company. For a
successful global operation, organisations need to consider both their internal and external
environment which is likely to affect the company and which also varies among different
countries in which a company operates. The internal analysis consists of all the internal
variables, such as the employees, board of directors, organization structure and culture and so on.
These variables determine the strengths and weakness of an organization and can be controlled
by an organisation to a large extent. But the external environmental analysis includes remote,
industry and opportunities and threats analysis, which organisations have less or little control
over. Thus to be in the game all organizations including Nestle have to plan in-depth analysis for
such factors.
The second part of the paper discusses the about the role innovation plays on Nestle‟s policies
and decision making decision. Nestle, being the world‟s largest food and beverage company by
sales, has been driven quite extensively by globalization. Their „Glocal’ philosophy and
approach has been a notable aspect of their accomplishments. The organization‟s reaction to
local responsiveness has been quite proactive and optimistic.
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Background of the study
The company that I have chosen for this assignment is Nestle. Nestle is engaged in the business
of manufacturing and marketing branded food and beverages. Nestle with headquarters in Vevey,
Switzerland was founded in 1866 by Henri Nestle and is now the world's largest food and
beverage company by sales (nestle.com). Nestle has a strong brand portfolio such as Milo,
Nescafe, Nesquick, Nido and Kit Kat to name a few. Many of its brands are associated with
quality and are global leaders in their respective markets. Its existing products grow through
innovation and renovation while maintaining a balance in geographic activities and product lines.
The Company's priority is to bring the best and most relevant products to people.
For more than 130 years, Nestle has offered an extensive range of products through continually
empowering their surge for geographic presence (nestle.com). Their philosophy is to integrate
their strong R&D with the broadest geographic, which consequent to great products and strong
values. In addition, the intrinsic link generates over a billion consumers every day, purchasing a
Nestle product.
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Introduction
There are two types of driving force that influence the way an organization operates which are
internal and external. These forces may have either a positive or negative impact on the
organization, which is to say can either act as strength or a weakness for an organization. The
internal driving forces originate from inside the organization and include all the internal
variables such as the employees, managers, owners, organization structure culture and so on
(Grosse, 2003). Organization need to control these factors and manage it in a way so that the
forces can be aligned with objectives of the organization.
Similarly organisations also need to consider how all the external environmental factors affect
their business. These are uncontrollable factors which poses possible opportunities and threats
for the organization. The set of external influences impacting an organization‟s perfor mance are
numerous and diverse and thus need to be well thought out (Giddens, 2002).
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StrengthsAbility to leveragestrong brand nameto generate sales
Ability to customizeproducts to the
local market
Research anddevelopment
Weaknesses Product recallsLimited presence in
organic foods
market
OpportunitiesTransition to a
'nutrition and well-being' company
Growth in the UScoffee market
Increasing teenageand young adult
population
ThreatsAllegations of
unethical businessactivities
Increasedcompetition in the
bottled watersegment
New regulationissued by Food and
Drug Administration(FDA)
SituationAnalysis
InternalAnalysis
Strengths Weaknesses
ExternalAnalysis
Opportunities Threats
Critical Analysis
In order to assess the internal and external influences of a company, a situation analysis is the
basic appraisal that can be expounded. According to Filippov & Zhang (2009), a situation
analysis facilitates and interprets the status of the environment the organization is positioned.
The situation analysis offers a framework and comprehension for planning. The figure below
illustrates the context of a situation analysis that is used by organizations.
SWOT analysis of Nestle
Source: netmba.com
Source: Datamonitor
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Internal factors influencing Nestle:
The internal factors that influence Nestle are its strengths and the opportunities that are present in
the market for future development. Nestle has a strong brand portfolio (Nestle.com). Many of its
brands are associated with quality and are global leaders in their respective markets. A strong
brand portfolio allows the company to address varied age groups and customer profiles.
However, with increasing popularity of private labels combined with the depth of their
penetration in local markets, Nestle may see the erosion of its market share in certain
geographies and is likely to face a bigger challenge from these private labels in the future.
Influence of internal environment
An organization‟s internal environment consists of conditions and forces within the organization.
It consists of owners/shareholders, board of directors, employees, organization culture, structure,
knowledge, infrastructure, resources and capabilities (Ojha, 2002). Each of these members of the
internal environment also plays an important role in influencing organization operations.
Ability to leverage strong brand name to generate sales:
Nestlé has strong brand equity. According to the Datamonitor.com, in 2007, the Nestle brand
figured at the 63rd position in the top 100 global brands ranking of Business Week and
Interbrand, a branding consultancy. Business Week and Interbrand valued Nestlé brand at $5,314
million in 2007. Apart from a strong corporate brand, Nestlé has a large ownership of product
brands. The company‟s billionaire brands, including Nescafe, Purina, Maggie and the recently
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acquired Gerber have annual sales in excess of CHF1 billion (approximately $760 million). The
Nescafe brand was also ranked 24th by Business Week and Interbrand in the top 100 global
brands in 2007.The Nescafe brand is valued at $12,950 million. These strong brands ensure a
steady revenues and a competitive advantage.
Ability to customize products to the local market
One of Nestle‟s strength is that it has the ability to customize global brands according to local
preference. It believes that the there are no global consumers and the markets are psychologically
and culturally separated. For instance, its confectionery range sold in the UK is called Rolo,
while it is called Rossyia in Russia (datamonitor.com).
Research and development
A major strength of Nestle is the structure it has that supports research and development
(nestle.com). The company aims to achieve high volumes by renovating existing products and
innovative new products. Nestle defines "renovation" as "to just keep pace in the industry. As a
result it beats the competition by producing low cost products but of good quality.
Product recalls
Nestle has a history of recalling a number of products from the market. In March 2006, Nestle's
subsidiary, Purina Pet Care recalled some of its pet products from the market as it contained
contaminated wheat gluten tainted with melamine, a substance used to make plastic kitchen
utensils and fertilizer. Nestle also recalled two batches of its promotional packs containing 10
bars of Kit Kat in the UK due to the possibility of the product containing small metal particles.
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Also in 2005, Nestle recalled the company's infant milk product in France, Portugal, Spain and
Italy because of a photographic chemical which was present in the product (datamonitor.com).
Such occurrences indicate inadequate quality assurance and quality control systems for Nestle.
Limited presence in organic foods market
Nestle spends approximately CHF 13 billion a year on agricultural materials such as milk, coffee
and cocoa does not own any agricultural land or operate commercial farming activities
(nestle.com). The company do not acquired any organic brand companies nor has it launched
organic products like its competitors such as General Mills, Kraft Foods and Kellogg. According
to the Organic Trade Association, sales of organic foods have risen between 17% and 21%
annually since 1997 and reached nearly $16 billion in 2006. The US organic food sales are
expected to reach almost $24 billion by 2010.
External factors influencing Nestle
The external factor comprises of opportunities and threats which comes from the external
environment (Snower et al., 2009). External influence can be determined by conducting a PEST
analysis, which is an analysis of the external macro-environment that affects all firms. P.E.S.T. is
an acronym for the Political, Economic, Social, and Technological factors of the external macro-
environment. Such external factors usually are beyond the firm's control.
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Many macro-environmental factors are country-specific and a PEST analysis will need to
perform for all countries of interest. The following are examples of some of the factors that
might be considered in a PEST analysis.
Political Factors
These are the actions taken by governments, European Union, trade union movement and
regulatory bodies which can have major effects on Nestle‟s business and markets, including
creating or reducing demand for particular products and services.
Economical Factors
The consumer spending of a country may be controlled by a range of economic factors such as
income levels, inflation, taxes, unemployment, exchange rates and mortgage rates. These factors
are crucial to the success of any organisation because it affects the home economy situation and
trends. The economic factors also include international trade and monetary issues as well as
the market and trade cycles (Snower et al., 2009). These uncontrollable economic factors affect
the lasting success of organisations, whether in a positive or negative opportunity.
Social Factors
The external social factors that affect any organisation will include the change in, social
responsibility, consumer attitudes, ethics and religious factors and social attitudes, demographics.
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Political - The actions of governments can have
major effects on businessand markets
Economical - Consumerspending may be
controlled
by a range of economicfactors
Social - Social trends areimportant because
they have a directinfluence on the
demand for particulartypes of product.
Technological -Development in
technology gives rise to
new products and marketopportunities,
Nestle have realized that, it is not enough to address the needs of the 2.5 billion consumers who
earn more than 1,500 US dollars per year, and are thinking about the 4 billion people who earn
less than 1,500 dollars per year, providing them with products relevant to their nutritional needs
(Werner Bauer, Nestlé's Head of Technical, Production and R&D).
Technological Factors
Technological factors may include innovation potential, research funding, global
communications and information technology. Since the external technological factors affect
not only organisations but individuals, companies need to monitor the technological issues and
changes to make use of any opportunities that might arise. Businesses have used technology to
their advantage especially in production by cutting cost as Nestle have done by cutting more than
100,000 million tonnes of sugar, more than 25,000 tonnes of trans-fatty acids and more than
5,000 tonnes of salt (nestle.com)
Source: Hill & Jones, 2009
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Opportunities
Transition to a 'nutrition and well-being' company
Nestle is increasingly putting efforts to transition into a 'nutrition and well-being' company. The
company created a new unit, Wellness in Action, in 2004 to strengthen its leadership position in
core nutrition business and also work towards bringing out the nutritional and health advantages
of the company's products.
The company also have created its own opportunities by conducting series of acquisitions which
have taken it to a strong position. The company's subsidiary in Australia acquired Uncle Toby's,
a food company engaged in breakfast cereals, nutritious snacks and instant soups in May 2006.
This acquisition gives Nestle Australia the leading position in nutritious snacks under the Uncle
Toby's brand. Furthermore the acquisitions of Gerber and Novartis have further strengthened its
position.
Increasing teenage and young adult population
Increasing teenage population could increase the sales of the company's products. The young
adult population in the US, the largest market for Nestle has been increasing, which has a
favourable impact on the sales. According to Ashcroft (2006), more than one fourth of the US
population aged 3 and older attended school which adds up to 76.6 million students.
Growth in the US coffee market
The US coffee sector has seen phenomenal growth in the recent past. The coffee sector accounts
for 70.8% of the total US hot drinks, generating total revenues of $3,345.8 million in 2006. The
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sale is projected to grow at a CAGR (2006 – 2011) of 6.1% and reach $39,458 million in 2011.
Also, 54% of US coffee drinkers are willing to pay a price premium of over 10% for coffee at
home. Nestle has strong presence in specialty coffee market through its brands such as Nescafe,
and the anticipated growth in this category will offer the company considerable opportunities for
further growth and expansion in the near future.
Threats
Allegations of unethical business activities
Nestle has been criticized by various social organizations for alleged unethical business
activities. For instance, the company has faced warnings over the past several years as it sourced
cocoa from farms in the Ivory Coast, which employed child labour. Other criticisms include
allegations of false labelling to promote unhealthy food such as cereals with high fat, sugar, and
salt contents (datamonitor.com). Such criticisms lead to negative publicity and may have a
significant impact on customer loyalty and attitudes towards the company
Increased competition in the bottled water segment
Bottled water has seen renewed growth especially in Europe, US and Canada owing to
increasing health-consciousness among consumers. However, the sales are constantly threatened
by local label suppliers who supply substitutes at cheaper rates.
FDA regulations
In the recent times, the US Food and Drug Administration (FDA) has been keeping a strict vigil
on the manufacturers of pet foods. FDA claims that some of the recalled pet food may still be on
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Rivalry amongcompeting sellers -
Competitive pressures
for better market
position, increased
sales and market share,
and competitive
Threat of
substitute -Firms offering
substitute
products
Bargaining
power of buyers- Buyers /Customers
Threat of new
entrant s -Potential new
entrants
Bargaining
power of suppliers -
Suppliers of rawmaterials andother inputs
the shelves in some retail establishments. To verify the effectiveness of the recall, FDA
conducted approximately 400 checks of retail stores across the US, in 2006. Strict vigilance by
the FDA has increased the operating cost incurred by pet food manufacturers such as Nestlé in
maintaining the quality recommended by the FDA (datamonitor.com).
Porter’s 5 forces model
Porter‟s 5 forces model is also used by organizations in a compe titive environment for analyzing
a particular market industry (Kotler, 2010) which are used in the industry environmental
analysis. According to Thompson et al (2004) , this begins with identifying specific competitive
pressures of each force, then evaluates the strength of the pressure and lastly, considers the
overall pattern of competition and their collective impact. The model is depicted below:
Source: Strickland, 2009
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With major changes from technology and increase in consumption, there has been an opportunity
of entry of new organisations into the food industry. Hard discounters and private label are
continuing to grow in Europe and are now worth over 100 billion euros (Werner Bauer,
Nestlé's Head of Technical, Production and R&D).
Bargaining power is also relatively high as customers are price sensitive and due to availability
of number of other well known brands. Eg. Ahold USA, Stop and Shop Giant Foods, Safeway
and Wal-Mart. Cott Corporation (datamonitor).
There has been some intense rivalry but due to Nestle‟s global reach, rivalry has not hit the firm
with much force.
Nestle can buy raw materials in bulk for most of its brand as a result it imposes many restrictions
on its suppliers (nestle.com).
Threat of substitute goods are very high due to some private labellers.
Threat of new entrants
Bargaining power of buyers
Rivalry among firms
Bargaining power of sellers
Threat of substitute goods
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Globalization defined
Businesses today have encountered a phenomenon that is quickly spiralling organizations to
change business processes accordingly. The paradigm of globalization has taken the world by
storm and is collectively affecting every individual and organization likewise. Globalization is
phased to be the integration of the world (Krugman, 2009). It can be described as a progression
by which the people of the world are incorporated into a solitary civilization and behave
together. Market globalization is just a phase of amplifying communal relations and international
sincerity. An objective definition of market globalization has been noted by (Berg & Krueger,
2003) as the development of economic interdependence between countries by means of increased
intensity of international trade.
The consequences of globalization has altered the global market convention by eradicating trade
barriers; introducing global cost drivers to organizations for instance economies of scale; by
crafting global customers; by standardizing worldwide technology and communication; and by
producing cultural homogenization (Hollensen‚ 2007). Jan Aart Scholte (2009) has
conceptualized five definite classifications of „globalization from literature. They are categorized
as follows:
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Globalization
Internationalization
Deterritorialization
Modernization /
WesternizationUniversalization
Liberalization
Internationalization
Globalization is observed as a cross-border relation between countries. It expresses development
of international exchange and interdependence. This mode of globalization relays that distinctive
national economies are restructured into the approach ensued by international processes.
Liberalization
This classification refers to globalization as a procedure to disengage government required
restrictions on trade in order to construct a receptive and borderless global economy.
Source: Jan Aart Scholte (2009)
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Universalization
The course by which presence and knowledge of various objects and experiences can be shared
by people across the global can be signified by this denotation. For example – Nestle’s ‘coffee-
mate’, ‘Nescafe jar’ and ‘La Lechare’ shelf -stable milk are illustrations of products that
have been developed in one nation, but is present and recognized across the globe
(Demetrakakes, 2004).
Westernization / Modernization
Globalization is implicated as a dynamic, whereby the societal configuration is spread across
universally, resulting in the demolition of pre-existent traditions and local independence.
Deterritorialization
This classification entails a reconstruction of geography, where communal space is no longer
entirely drawn in terms of territorial places, distances and borders. For example – glass
packaging of Nestle products is popular in Germany as they are perceived as recyclable
and environmentally friendly, whereas plastic packaging is wanted sought after in the UK
and France (Demetrakakes, 2004).
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Deciding on a global marketing organization - to develop theorganization that accommodates into a global organizationfrom an export dept. then international division to global.
Deciding on global marketing programs - adapt to localpreferences, standardization or adapted marketing mix
Deciding how to enter the market - decide upon theappropriate mode of entry; joint venture, exporting, FDI
Deciding which markets to enter - decide upon internationamarketing objectives and policies; decide on countries toenter
Deciding whether to go international or not - compare risksand capabilities to operate globally
Looking at the global envioronment - understand theinternational marketing environment
Furtheremore, the most recognizable distinction of globalization can be made to
internationalization, as it is the fasting growing expansion process implemented by organizations
(Axinn, 2002). As this phase has acquired a significant interest amongst scholars, Kotler and
Armstrong (2001) elaborated six different stages organizations‟ conform to internationalization.
Source: Kotler & Armstrong (2001)
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Effects of globalization & its effectiveness
While Nestle employs their “global brands” in various markets, in the developing world they
focus on striving to optimize elements and progression technology to attain local conditions and
empathy (Ali, 2000). The approach towards globalization concentrates around two essentials:
Establishing a proper balance between regional and global conditions and decentralizing
operations and global connections, as well as coordination.
Producing locally and regionally of each product, which in turn yield products that
employ local raw materials and correspond to local eating habits, and sell them at
affordable prices.
Customization instead of globalization is the fundamental to the company‟s strategy in emerging
markets. There are various challenges Nestle encountered due to their approach, for example -
in Nigeria the company built a network of small warehouses around the country to avoid
its traditional distribution channel, which was not feasible due to poor infrastructure .
Furthermore, due to violence across the country, the company arranged their goods to be
carried out only during the day and regularly under armed guard (Rapoport, 1994).
Another example of local adaptation by Nestle for its long-term concentration can be traced in
China – during the early 90’s, Nestle was given access to enter the Chinese market. They
soon launched a plant that produced powdered milk and infant formula (Rapoport, 1994).
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However, they were prompt to comprehend that local rail and road infrastructure was
insufficient for their operations. This led to the crafting and implementation of the ‘milk
roads’. Nestle established its own distribution network across 27 villages, where they
offered incentives to farmers to bring their produce, which in turn was collected and
transported to the factory by dedicated vans.
The affect of globalization has not only transformed the business processes of Nestle, moreover
it has also led to the renovation of their management structure. Nestlé is a decentralized
organization. This provides a high degree of autonomy to local units, as they are assigned
with the responsibility of operations that include; pricing, marketing, distribution and
personnel (Rapoport, 1994). Even so, the company is organized into seven worldwide
strategic business units (SBUs) that have responsibility for high-level strategic decisions
and business development, which is depicted below.
Source: Cunningham (2009)
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Technological advancements are a key driver of globalization and this is prominently observable
in Nestle, which confers significance to their research and development operation for
establishing innovative foodstuffs. For example, the formation of Nestle instant noodle was a
elucidation to the apparent needs of local functioning companies through the Asian region
(Rapoport, 1994).
Identifying the equilibrium between localization and globalization has resulted in a vital
accomplishment for Nestle. Their balancing functions engage not only geography, but a wide
product portfolio that comprises of foods and beverages of every description (Demetrakakes,
2004). Their capability to comprehend and poise has honoured them as 2004‟s Food/Beverage
Packager of the Year, presented by Food & Drug Packaging.
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Recommendations
Nestlé needs to realize it may have a vast product variety than is required. Instead of crafting
strategies that look for production economies by condensing stock-keeping units, focussed
marketing support, and controlling the powerful brands with retailers, Nestle can chose to
preserve a assortment of national and international brands.
For example – Germany competitors, Henkel has speckled their laundry detergent
strategies of Persil in Europe to attend to diverse laundry practices by culture across the
globe. Cooler water is traditionally preferred in Southern Europe for washing compared
to the North. Southern European consumers have favoured less overpowering detergents
that can be applied with bleach (Frost, 2005). However, in contrast, hindrance towards
bleach has been shown by Northern Europeans as they tend to choose hot water for
laundry.
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Conclusion
The paper begins by examining the impact of internal and external influences on Nestle which
includes various forces from the environment. These environmental factors had many major
impacts on Nestle and will continue to do so. The forces offer many opportunities as well as
some threats and the successes of any company will depend on how well they manage their
internal environments to cope with the pressures from the external environment (Johansson,
2009).
The second part of the paper discusses about the influence of globalization and how it has an
impact on the performance of Nestle. It ends by suggesting actions which the firm can take in
order to improve on their efficiency.
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Websites:
1. http://www.datamonitor.com
2. http://www.gwhitehair.blogs.com/hpb/2005/five_forces_mod.html.
3. http://www.icmrindia.org/Casestudies/catalogue/Business%20Strategy3/Toyota%20in%202004.
htm
4. http://www.nestle.com
5. http://www.nestle.com/AboutUs/History/Pages/History.aspx
6. http://www.nestle.com/AboutUs/Strategy/Pages/Strategy.aspx
7. http://www.netmba.com
8. http://www.providersedge.com/docs/km_articles/Rewarding_Innovation.pdf