Jean-Claude Thoenig

The case describes the extraordinary success of a French regional firm in a world of gigantic multinationals. By transforming pet feeding into a nutrition plus health proposition, Royal Canin creates a new market and an extremely powerful brand. And this does not result from a classical marketing approach but is rather linked with shared belief across functions and associated learning procedures.

Published 29 Nov 2010

Reference 5121

Topic Strategy

Region Global

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The case describes the extraordinary success of a French regional firm in a world of gigantic multinationals. By transforming pet feeding into a nutrition plus health proposition, Royal Canin creates a new market and an extremely powerful brand.

Published 15 Jan 2008

Reference 5121

Topic Strategy

Region Global

View case
The case describes the extraordinary success of a French regional firm in a world of gigantic multinationals. By transforming pet feeding into a nutrition plus health proposition, Royal Canin creates a new market and an extremely powerful brand.

Published 15 Jan 2008

Reference 5121

Topic Strategy

Region Global

View case
The case describes the extraordinary success of a French regional firm in a world of gigantic multinationals. By transforming pet feeding into a nutrition plus health proposition, Royal Canin creates a new market and an extremely powerful brand.

Published 06 Jan 2007

Reference 5121

Topic Strategy

Region Global

View case
The case describes the extraordinary success of a French regional firm in a world of gigantic multinationals. By transforming pet feeding into a nutrition plus health proposition, Royal Canin creates a new market and an extremely powerful brand.

Published 08 Jan 2003

Reference 5121

Topic Strategy

Region Global

View case
Sociology of organizations