Describes the vital part played by research in compelling senior management at Levi-Strauss Europe to recognise the scale of the decline in the jeans market (1997-8), uncover the reasons for it and design the repositioning strategy.
the Organisation to Act:A Business in Denial
Levi Strauss Europe
Winner of the Best Paper Award, Best Presented Paper
award and the Case History award at the 2002 Market Research Society...