Implementing global marketing strategy: An interview with Whirlpool Corporation

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International Marketing Review

ISSN: 0265-1335

Online from: 1983

Subject Area: Marketing

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Document Information:
Title:	Implementing global marketing strategy: An interview with Whirlpool Corporation
Author(s):	Ilkka A. Ronkainen, (School of Business, Georgetown University, Washington DC, USA), Ivan Menezes, (Whirlpool Corporation)
Citation:	Ilkka A. Ronkainen, Ivan Menezes, (1996) "Implementing global marketing strategy: An interview with Whirlpool Corporation", International Marketing Review, Vol. 13 Iss: 3, pp.56 - 63
Keywords:	Global marketing, Implementation, Strategy
Article type:	Viewpoint
DOI:	10.1108/02651339610122991 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Whirpool Corporation is the world’s leading marketer of major appliances. Its growth in the last ten years from a mostly domestic manufacturer to a global player is the result of a customer-driven strategy adopted in which the company’s strengths are leveraged for growth around the world. Ivan Menezes, vice president, group marketing, Whirlpool Europe, talks about strategies and approaches that have made Whirlpool succeed not only in the fragmented European market but also in the emerging markets of central Europe, Latin America, and Asia. The key is to combine talent and best practice across borders to provide customers with value.