StickO adhesive limited: A strategic pursuit in challenging environment

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. � 2012 World Scientific Publishing Co.