Abstract:
On April 16th 2012, almost 20 years after it was privatised, the government recovered YPF, the national fuel and hydrocarbon company. The change of hands had strong political, social and market impact, as well as within the company. The initial challenge was to send clear signals at the beginning of this new stage - to give it meaning, articulate the new management direction with a communicational strategy and with concrete actions that explained the course management was setting for the company. This case allows us to ponder the learnings about the part that research and strategy play in communication, from a companywide point of view and from management decisions in particular.
Research Papers
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Catalogue: Latin America 2017: #IN
Authors: Karen Klas, Paola Toscano, Fernanda Scozzafave
Company: IBOPE Inteligencia
June 15, 2017
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Catalogue: Congress 2016: #WOW
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September 22, 2016
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Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Phong Huynh, Alena Rossini, Desmond Chan, Kalidas Ashok, Laurenz Koehler
Company: KANTAR TNS Malaysia
June 15, 2015
