Inspiring the Organisation to Act:A Business in Denial
Flemming Thygesen, Levi Strauss Europe and Paul McGowan, Added Value
Winner of the Best Paper Award, Best Presented Paper award and the Case History award at the 2002 Market Research Society...
Inspiring the Organisation to Act: A Business in Denial
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.
