Top-down Direction Setting at CGC

  • Magne Y. Orgland


As already mentioned, an in-depth case study of the Delivering Superior Value (DSV) initiative at the Consumer Goods Corporation was conducted in order to test and explain the theoretical framework developed in this book. The case study involved four units of analysis. The umbrella project was the DSV initiative. In addition, three subprojects were researched. The first project was a major initiative to speed up time to market in one product sector. The project involved a fundamental culture change, the redesign of key business processes and the establishment of high performance work teams to lead product development initiatives. This project will be called the Time Based Competition project (TBC).


Brand Loyalty Private Label Human Resource System Transition Team Loyal Consumer 
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Copyright information

© Magne Y. Orgland 1997

Authors and Affiliations

  • Magne Y. Orgland
    • 1
  1. 1.EmbrachSwitzerland

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