Emmi Group: Implementing Strategy with Strategic Initiatives

Emmi Group, headquartered in Lucerne, Switzerland, is a leading European dairy producer. This case describes Emmi's major strategic initiatives to implement its new strategic direction after Urs Riedener took the helm as CEO. The focal question is why and how Emmi's top management used several strategic initiatives to implement its major strategic objectives. In particular, it focuses on the different management styles Riedener and his team used to guide Emmi's cost management initiative, Emmi's further international expansion, and Emmi's efforts to defend its home market. This case also demonstrates how a firm balances top management guidance and middle management involvement.