Path to Success: Innovative Managerial Approach

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Author(s): Ahu Genis-Gruber (TOBB University of Economics and Technology, Turkey)and Ramazan Aktas (TOBB University of Economics and Technology, Turkey)
Copyright: 2011
Pages: 16
Source title: Cases on Business and Management in the MENA Region: New Trends and Opportunities
Source Author(s)/Editor(s): El-Khazindar Business Research and Case Center (School of Business, American University in Cairo (AUC), Egypt)
DOI: 10.4018/978-1-60960-583-4.ch008

Keywords: Business & Management / Business Policy / Business Science Reference / Global Business

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Abstract

The current case examines the management strategies of a leading furniture company that started off as a small business and rapidly expanded globally. The success the company has achieved through its innovative marketing strategies and use of international management techniques is presented. The case highlights the company’s flexibility in adapting its organizational structures to the nature of the market in different countries, and its reliance on a cross-cultural management approach to marketing in order to increase product acceptance by consumers across the world.

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