Prizes & Awards
2003 ecch Best-selling Case in Marketing
Winner of 1999 European Case Awards, Marketing Category
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.
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.
- Fashion industry
- Network organisation
- Business and society