Emmi Group

Implementing Strategy with Strategic Initiatives


Emmi Group, headquartered in Lucerne, Switzerland, is a leading European producer of dairy. This case describes Emmi’s major strategic initiatives to focus Emmi on premium products, to implement its internationalisation strategy in order to escape increasing competition from large European competitors, and to prepare for the expected liberalization of Emmi’s – Swiss – home market. The focal questions are 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 Urs Riedener (Emmi’s new CEO) 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 can balance top management guidance and middle management involvement.

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Bibliographic Data


Case – Reference no. 313-223-1

Authors: Boppel, M. (University of St. Gallen); Menz, M. (University of St. Gallen)
Published in: 2013
Length: 15 pages
Data source: Field research

Teaching note – Reference no. 313-223-8

Authors: Boppel, M. (University of St. Gallen); Menz, M. (University of St. Gallen)
Published in: 2013
Length: 6 pages
Data source: Field research

Contact person

If the case study is not available at The Case Centre, or if you have any questions about additional material or application of the case study, please contact the author.

Günter Müller-Stewens

Prof. em. Dr.
Ordentlicher Professor em. für Betriebswirtschaft