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Perry Odak Discusses Product Positioning with 7-11 in Japan

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Total Case Duration :

  • Date Added : 8/19/2000
  • Clip Duration : 1 min. 35 sec.

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Perry Odak

  • CEO, Ben & Jerry's
  • male
  • Caucasian
  • 1947 (Age: 77 years old)
  • Perry Odak - Lecture - Ben & Jerry's
  • Video 1 of 21 in this Case
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Biography

Perry Odak began his career as an accounting associate at Armour Foods. Nine years later, after resigning from his post as senior vice president at Armour, he began working for a small start-up company, Jovan, Inc. After seven years, Odak and his partners sold Jovan, Inc. and he became president of the Consumer Product Group at Atari. From there he became a partner in Catalyst Technologies, where he restructured and started numerous holdings, including a company called ETAK, Inc., which in 1985 produced the first vehicle navigation system. In 1990 Odak became a consultant operating as a temporary CEO to help companies in trouble.

Over the next six years, he came to the rescue of a half dozen firms, where he engineered mergers, boosted sales, and, perhaps most important, won the hearts of employees whose jobs he saved. In 1997, when Ben & Jerry's lured him away from U.S. Repeating Arms, the gunmaker's workers petitioned its management to do whatever was necessary to convince him to stay.

Perry Odak left Ben & Jerry's in 2000 and was appointed as CEO and President of Wild Oats Markets, Inc., the second largest natural foods supermarket chain in North America.

Perry Odak is a graduate of Cornell University.

Well, two things happen. One, 7-11 moved another brand of ice cream out of its freezer and made space for ourselves. But clearly what 7-11 didn't want to do is they didn't need to have us cannibalize off of Haagen-Dazs because what do they gain? So...(Full transcript available to logged in subscribers.).

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Perry Odak videos

Video 1 of 21 Perry Odak Discusses Expansion in Europe and Decision to Not Expand into Related Brands
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 1 min. 49 sec.
Video 2 of 21 Perry Odak Discusses Decision For Ben & Jerry's to Enter Japan Marketplace
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 1 min. 22 sec.
Video 3 of 21 Perry Odak Discusses Difficulty of Entering Japanese Market Due to Cost of Distribution and Decision to Partner with 7-11
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 2 min. 24 sec.
Video 4 of 21 Perry Odak Discusses Risks of Partnering with 7-11, Changing Product for Japanese Tastes and Challenge of Having Fun Image with High Quality
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 1 min. 55 sec.
Video 5 of 21 Perry Odak Discusses Mistake of Not Conducting Focus Groups to Determine How Japanese Eat Ice Cream
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 1 min. 24 sec.
Video 6 of 21 Perry Odak Discusses Mistakes in Packaging Ice Cream for Japanese Market
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 0 min. 47 sec.
Video 7 of 21 Perry Odak States Success in Japan Came From Key Partnerships
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 2 min. 19 sec.
Video 8 of 21 Perry Odak Shares Mistake in Not Having Adequate Staff to Handle International Expansion
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 2 min. 2 sec.
Video 9 of 21 Perry Odak Discusses Decision Not to Open Retail Locations in Japan Due to Cost
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 1 min. 10 sec.
Video 10 of 21 Perry Odak States International Expansion of Ben & Jerry's Has to Have Economic Foothold Before Introducing Social Mission
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 1 min. 34 sec.
Video 11 of 21 Perry Odak Discusses Professional Future Within Ben & Jerry's Management After Acquisition By Unilever
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 0 min. 57 sec.
Video 12 of 21 Perry Odak Discusses First Marketing Effort in Japan
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 1 min. 27 sec.
Video 13 of 21 Perry Odak Discusses Decision Not To Move Production Facilities to Japan
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 0 min. 56 sec.
Video 14 of 21 Perry Odak Discusses Decision Not to Reformulate Product in Markets Other Than Japan
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 1 min. 0 sec.
Video 15 of 21 Perry Odak Discusses Pricing Strategy in Japan
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 2 min. 1 sec.
Video 16 of 21 Perry Odak Discusses Product Positioning with 7-11 in Japan
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 1 min. 35 sec.
Video 17 of 21 Perry Odak Discusses Industry Changes and Decision to Be Acquired by Unilever
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 5 min. 49 sec.
Video 18 of 21 Perry Odak Discusses Negotiation of Price for Acquisition by Unilever
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 1 min. 29 sec.
Video 19 of 21 Perry Odak Discusses Tender Offer Impact on Ben & Jerry's Shareholders
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 1 min. 1 sec.
Video 20 of 21 Perry Odak Discusses Leaks to the Press Regarding Acquisition
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 1 min. 59 sec.
Video 21 of 21 Perry Odak Discusses Professional Path To the Position of CEO
  • Perry Odak - Lecture - Ben & Jerry's
  • 8/19/2000
  • Perry Odak
  • 2 min. 58 sec.