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Title: Parker Pen Company

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Subject: Business
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Date: January 15, 2003
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Length: 9 / 2439
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Confident in its expertise and experience, the company launched in 1984 a global marketing campaign as a response to its intention of becoming a global company, campaign, that reflected the significant changes in the organizational structure (now to be centralized as decision making would take place at headquarters) and the operational process as well (marketing and selling efforts would be standardized in every single country they were in), what was highly impressive if we consider that prior to the planning and execution of the global strategy, subsidiaries abroad were highly autonomous in marketing operations and around 40 advertising agencies managed Parker Pen’s account, and subsequent, only one agency, Ogilvy & Mather, was in charge of the worldwide marketing effort...

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Peterson (president and CEO of Parker Pen, responsible for the planning and execution of the global strategy. Visionary, he wanted to become Parker Pen to become an iconic company in the writing instruments manufacture industry); Japanese (had started marketing inexpensive disposable pens with market acceptation, through mass marketers which established a front-line competition to Pen Parker through its product’s substitutes)...

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