United Colors of Benetton

Published 01 Apr 1996
Reference 4520
Topic Marketing
Region Global
Length 42 page(s)
Language English
Prizes & Awards

2003 The Case Centre Best-selling Case in the Category 'Marketing'

Winner of the Case Centre Awards and Competitions 1999 in the Category 'Marketing'


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.

Teaching objectives

The case allows an analysis of the building of a global business and brand through an innovative business system integrating unorthodox approaches to production, retailing and communication held together by a strong, entrepreneurial corporate culture.

Teaching Slides under "Material for Instructors" section are in low resolution. Please send your request at [email protected] to obtain the high resolution file.

  • Advertising
  • Communication
  • Retailing
  • Entrepreneurship
  • Fashion industry
  • Network organisation
  • Globalisation
  • Ethics
  • Business and society
  • Innovation.