Wolfgang Keller

Wolfgang Keller at Konigsbrau-TAK(A)

Executive Summary:

Konigsbrau A.G was one of the best managed and most profitable breweries in the world with net sales of 10.3 billion euros. The company also enjoyed high recognition with respect to its products. Konigsbrau TAK was the Ukrainian subsidiary of Konigsbrau, founded 12 years earlier as part of the company’s international expansion effort.

The case revolves around the dilemma of Keller, the Managing Director of the Ukrainian operations regarding the decision that he had to take relating to one of his subordinates-Brodsky, the Commercial director. The reason behind the issue was the conflicting management styles followed by Keller and Brodsky within the organization. Where the commercial department demanded maintaining a strong relationship with the distributors, Brodsky was a reserved personality and exhibited a delegatory management style. This was the reason for Keller’s concern, as he opined that this attitude of Brodsky would lead to the organization losing valuable customers.

The case analyzes the action plan to be drafted by Keller in the short term regarding whether to fire Brodsky or retain him and also throws light on the plans to be pondered upon for the long term implementation. The perceived positives and negatives of the various alternatives present in front of Keller are also discussed. It also speaks about the plausible implications of the decisions made by Keller, the risks involved and the responses to the risks posed by his decisions.

Actors Involved

Wolfgang Keller was the Managing Director of the Ukraine operations and was renowned for turning over the company’s fortunes from bankruptcy. He was very much involved in any task that he did. However, this quality of his had a drawback in that he also micro managed the activities of various departments under his control. He didn’t have faith in delegation and maintained personal relationships with employees and customers....