Charity fundraising in the UK was a deep red ocean when Comic Relief’s Red Nose Day started. Costs were up and donations were down. To stand out from the crowd, organizations had to work harder at fundraising and marketing. Yet Comic Relief’s Red Nose Day rapidly achieved 96 percent national brand awareness and has now raised over £1 billion without spending anything on marketing.

This is not your typical family business case and that is what makes it such a rich teaching tool and learning experience.

The Mulliez family owns one of the largest retail empires in the world. From its origins in northern France, its members have launched more than 20 different retail enterprises including Auchan (supermarkets), Boulanger (electronic devices), Decathlon (sports stores), Phildar (hosiery and yarn) and many other well-known brands.

Located in the province of Cordoba, Argentina, El Castillo is a castle built in the early twentieth century, and run now as a hotel by the Fabrega family; They are in the business of international and ecological tourism.Among its strengths, El Castillo emphasizes that it is the only ecotourist facility in Argentina.