Amul - Evolution of Marketing Strategy
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Background Note Contd...
He had obtained a master's degree in Mechanical Engineering from Michigan State University in 1948 and subsequently completed an assignment at the Government's Research Creamery in Anand when Patel met him. Patel named Kurien, KCMPUL's General Manager in 1950. In 1954, when the Bombay Milk Scheme refused to take all the milk that KCMPUL had produced, the cooperative found itself saddled with surplus milk.
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