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. Pedagogical Objectives
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.
Keywords
- advertising
- communication
- retailing
- entrepreneurship
- fashion industry
- network organisation
- globalisation
- ethics
- business and society
- innovation
