Eurochem Case Study
EUROCHEM CASE
Part 1 (Environment/Context)
The eurochem case is about Paul Paus, who was sent by Mr. Vandenbergh (the marketing director of the head office in Belgium) from the Eurochem head office in Antwerp to the Chinese head office in order to adapt it to the rest of the world. For this reason Paus decided to change the marketing system to the European standards, which is already working well in Europe and the US. Three month later the Eurochem sales decreased and Li tells Olsen about the emerging problems with the long-term costumers. Therefore Olsen calls Mr. Vandenbergh and later the President of Eurochem to discuss his worries about the new Marketing strategy and Paul with them. At the evening he even talks about the problem with his wife and decides to talk to Paul, Li, and Wu the next morning separately.
The main actors in this case are Paul Paus, Mr. Li, Olsen, Mr. Wu and Mr. Vandenbergh. There also exist some other characters as the driver from the Eurochem office, Miss Wang, the Eurochem board, the International development director and Olsen wife, which are not so important for the case itself.
Part 2 (Analysis)
Paul Paus, who is the expatriate in the marketing team, has worked in the European Eurochem head office in Antwerp for four years. He has been one of the young „high flyers“ there, because he was very successful in the European market. His stake is to adapt the Chinese had office to the European standards, because this is the task he has been given from Mr. Vandenbergh.
Mr. Li, the deputy manager doesn’t know what to think of his new boss Paul. At the one side he knows that Paul knows the latest US marketing theories and he feels like the Chinese practices are a little bit old fashioned. On the other side he feels like Paul has an lack of respect for him because he treats him like an “oldtimer” and does not consider that Li has to add something to the new marketing plan. Mr. Li material stakes are the money he earns from having his
Part 1 (Environment/Context)
The eurochem case is about Paul Paus, who was sent by Mr. Vandenbergh (the marketing director of the head office in Belgium) from the Eurochem head office in Antwerp to the Chinese head office in order to adapt it to the rest of the world. For this reason Paus decided to change the marketing system to the European standards, which is already working well in Europe and the US. Three month later the Eurochem sales decreased and Li tells Olsen about the emerging problems with the long-term costumers. Therefore Olsen calls Mr. Vandenbergh and later the President of Eurochem to discuss his worries about the new Marketing strategy and Paul with them. At the evening he even talks about the problem with his wife and decides to talk to Paul, Li, and Wu the next morning separately.
The main actors in this case are Paul Paus, Mr. Li, Olsen, Mr. Wu and Mr. Vandenbergh. There also exist some other characters as the driver from the Eurochem office, Miss Wang, the Eurochem board, the International development director and Olsen wife, which are not so important for the case itself.
Part 2 (Analysis)
Paul Paus, who is the expatriate in the marketing team, has worked in the European Eurochem head office in Antwerp for four years. He has been one of the young „high flyers“ there, because he was very successful in the European market. His stake is to adapt the Chinese had office to the European standards, because this is the task he has been given from Mr. Vandenbergh.
Mr. Li, the deputy manager doesn’t know what to think of his new boss Paul. At the one side he knows that Paul knows the latest US marketing theories and he feels like the Chinese practices are a little bit old fashioned. On the other side he feels like Paul has an lack of respect for him because he treats him like an “oldtimer” and does not consider that Li has to add something to the new marketing plan. Mr. Li material stakes are the money he earns from having his