Liberation of the international economy and the opening up of trade boundaries across nations has made provision for the expansion of business organizations as they struggle to have a bigger market share and an advanced competitive position
Liberation of the international economy and the opening up of trade boundaries across nations has made provision for the expansion of business organizations as they struggle to have a bigger market share and an advanced competitive position. Globalization of business over the years has resulted in the emergence of difficulties and complications in human resource management (HRM) and consists of putting in place policies, strategies and practices of HRM in order to achieve order to achieve globalization of the business firm (Scullion, 1995). Different countries have different political atmospheres, cultures, competitive environments and technology that a business has to bear in mind in order to ensure appropriate transfer and development of policies, strategies and practices in human resource management. In this scenario, we are dealing with a large multinational breakfast cereal food enterprise in the European division called United Cereal’s (UC) that is faced with a decision of launching a new cereal product. The product is developed by Jean-Luc Michel’s and is called Healthy Berry Crunch in France. UC is governed by a number of policies and one of them dictates that a new product must undergo a thorough market testing process before it is launched. Michel had first proposed development of a cereal based on organic blue berries due to its high antioxidant activity so as to increase consumer acceptance. However, a market test revealed a below minimum of the repurchase rate and that consumers perceived a tart taste in the product. He comes up with a raspberry- based cereal product that
Lora Brill, United Cereal’s (UC) European VP should authorize Jean-Luc Michel’s request to launch Healthy Berry Crunch in France and embrace, contemplate and act upon the criticism she has received as she launches the cereal.