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1、FortheexclusiveuseofG.REGENSBURGERH910M99DANIMALINSOUTHAFRICA:MANAGEMENTINNOVATIONATTHEBOTTOMOFTHEPYRAMIDVerityHawardenandHelenaBarnardwrotethiscasesolelytoprovidematerialforclassdiscussion.Theauthorsdonotintendtoillustrateeithereffectiveorineffectivehandlingofamanagerialsituation.Theauthorsmayhave
2、disguisedcertainnamesandotheridentifyinginformationtoprotectconfidentiality.RichardIveySchoolofBusinessFoundationprohibitsanyformofreproduction,storageortransmissionwithoutitswrittenpermission.Reproductionofthismaterialisnotcoveredunderauthorizationbyanyreproductionrightsorganization.Toordercopieso
3、rrequestpermissiontoreproducematerials,contactIveyPublishing,RichardIveySchoolofBusinessFoundation,TheUniversityofWesternOntario,London,Ontario,Canada,N6A3K7;phone(519)661-3208;fax(519)661-3882;e-mailcases@ivey.uwo.ca.Copyright©2010,RichardIveySchoolofBusinessFoundationVersion:2010-12-20Onacrispwin
4、terdayinJune2010,MariaPretoriusofDanoneSouthAfricasatinherBoksburgoffice,contemplatingthefutureofDanimal.Danimalwasayoghurttargetedatthelowerlevelofthemarket,andhadbeenverysuccessfullylaunchedfiveyearspreviously.Pretorius,aBrazilianwhohadmadeSouthAfricaherhome,hadplayedapivotalroleinthedevelopmento
5、ftheproductandhadbeenactivelyinvolvedinthejourneythereafter.Whilesheacknowledgedthatmanybeneficialopportunitieslayahead,Pretoriuswasalltooawareofthecomplexchallengesthatwerepresentingthemselvesatthesametime.Inaddition,shehadbeenpromotedtoIndustrialFinancialControllerandcouldnolongerinvestthesameamo
6、untofenergyintotheprojectasbefore.InordertoensurethesurvivaloftheDanimalinitiative,sheneededtomakesurethattherewereadequateinternalmanagementprocessesandfocusaroundtheproduct.Butwhatwouldworkbest?THEDANONEOPERATIONTheDanonegroupwasaninternationaldairycompanywithitsheadquartersinFrance.Ithadseveralc
7、ountrybusinessunits(CBUs)aroundtheworld,andin1997openedabusinessunitinSouthAfrica.TheDanoneSouthAfrica(SA)businessunitwaslocatedinthecentralGautengprovinceduetoGautengbeingthehubofeconomicactivityinSouthAfr
