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United Colors of Benetton (Japanese)

Published 10 Jul 2015
Reference 4520
Topic Marketing
Region Global
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.

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