CHAPTER 9 Creating the Training Intervention and Preparing the Groundwork

We were commissioned by a global client who was seeking to create a case study covering the innovation and brand development aspects of marketing in a fast-moving consumer goods company. This was a central part of a five-day training event to introduce newly appointed managers from all functions to the key business processes of the company. There were to be 24 participants, all with a good facility in the English language, from ten different European countries, coming from six different functions.

Our brief was to work with a nominated technical specialist and a marketer to write a case study around the very successful launch of a new product to provide learning on the ...

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