Henkel has to decide whether to replace it with a strong local brands of detergents in Italy and Spain, with its leading international brand, Persil. He faces pressure from retailers on international standardization brand. Its competitors, including P & G and Unilever, are consolidating their portfolios around several global "brands of power." "Hide
by David J. Arnold Source: Harvard Business School 21 pages. Publication Date: September 28, 2001. Prod. #: 502019-PDF-ENG
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