Christian Pinson

Emeritus Professor of Marketing
Email christian.pinson@insead.edu
The cases describe the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide.

Published 19 May 2017

Reference 236

Topic Marketing

Region Europe

View case
The case covers all major aspects of Benetton's successful corporate strategy and innovative business system from its creation till the present. It also provides a complete overview of Benetton's unique communication philosophy and the controversy generated by it, along with a wealth of independent market research data from many countries.

Published 10 Jul 2015

Reference 4520

Topic Marketing

Region Global

View case
Describes the development and international launch of Swatch, the new watch concept that revolutionized the industry. While new competitors inspired by Swatch are mushrooming worldwide, Swatch has expanded into a wide range of accessories and apparel.

Published 30 Jun 2015

Reference 1853

Topic Marketing

Region Global

View case
The case covers all major aspects of Benetton's successful corporate strategy and innovative business system from its creation till the present. It also provides a complete overview of Benetton's unique communication philosophy and the controversy generated by it, along with a wealth of independent market research data from many countries. Pedagogical Objectives

Published 01 Jan 2008

Reference 4520

Topic Marketing

Region Global

View case
The cases describe the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide.

Published 30 Sep 2005

Reference 236

Topic Marketing

Region Europe

View case
Describes the development and international launch of Swatch, the new watch concept that revolutionized the industry. While new competitors inspired by Swatch are mushrooming worldwide, Swatch has expanded into a wide range of accessories and apparel.

Published 01 Jul 2005

Reference 1853

Topic Marketing

Industry Consumer Goods Marketing and Advertising

Region Global

View case
The case covers all major aspects of Benetton's successful corporate strategy and innovative business system from its creation till the present. It also provides a complete overview of Benetton's unique communication philosophy and the controversy generated by it, along with a wealth of independent market research data from many countries.

Published 01 Apr 1996

Reference 4520

Topic Marketing

Industry Apparel and Fashion

Region Global

View case
The cases describe the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide.

Published 01 Jan 1993

Reference 236

Topic Marketing

Industry Pharmaceuticals

Region Europe

View case
The cases describe the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide.

Published 09 Jan 1992

Reference 236

Topic Marketing

Industry Pharmaceuticals

Region Europe

View case
The cases describe the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide.

Published 01 Jan 1992

Reference 236

Topic Marketing

Region Europe

View case
Consumer Behaviour