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
