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.

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...