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United Colors of Benetton

Published 01 Apr 1996
Reference 4520
Topic Marketing
Region Global
popular
Prizes & Awards

2003 ecch Best-selling Case in Marketing

Winner of 1999 European Case Awards, Marketing Category

Summary

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 case.studies@insead.edu to obtain the high resolution file.

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