StickOn Adhesive Limited: A Strategic Pursuit in Challenging Environment

Sumita Rai () and Ashok Banerjee
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Sumita Rai: Management Development Institute, Mehrauli Road, Sukhrali, Gurgaon 122 001, India
Ashok Banerjee: IIM Calcutta, India

Asian Case Research Journal (ACRJ), 2012, vol. 16, issue 02, 289-306

Abstract: This case focuses upon the issues that have arisen as StickOn Adhesive Limited (SOAL) faces the challenges of competition in the industry through two-pronged strategies — backward integration and product diversification. The case discusses various initiatives taken by SOAL to meet strategic goals. SOAL has initiated changes in its marketing policies, re-layered the organization structure, and empowered the internal management to realize growth objectives. The case examines the corporate dilemma of finding the right growth path and discusses whether backward integration is a cost reduction or a growth strategy.

Date: 2012
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DOI: 10.1142/S0218927512500125

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