Path to Success: Innovative Managerial Approach

Ahu Genis-Gruber (TOBB University of Economics and Technology, Turkey) and Ramazan Aktas (TOBB University of Economics and Technology, Turkey)
Copyright: © 2011 |Pages: 114
EISBN13: 9781613504109|DOI: 10.4018/978-1-60960-583-4.ch008
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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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