Although Klöckner
Pentaplast's reputation
as an industry leader
has always been strong,
the company realized it
could not rest on its
laurels as it faced increased
international competition.
Furthermore, all operations
were being run under the
auspices of either kpA
(the Americas) or kpE
(Europe & Asia), resulting
in divergent messages.
In order to be a global
powerhouse, kp needed
to integrate its marketing
strategies to present
a unified front.
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