The case describes the challenges faced by the CEO and the newly hired marketing director to change the brand Philips and manage organizational change to support the new vision. Central to the version was reasonable and just a marketing campaign, which has become the embodiment of a whole new way of doing business at Philips. The main purpose of Sense and Simplicity campaign clients aged 35-55. Philips did not think, as cool and attractive brand consumers Generation Y. Philips must rewire Sense and Simplicity campaign to market Y generation.
This study Thunderbird Case. "Hide
by John Zerio Source: Thunderbird School of Global Management 10 pages. Publication Date: December 21, 2007. Prod. #: TB0083-PDF-ENG
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