
Category winner: Prada’s Hong Kong IPO
The case |
![]() Who – the protagonistsMaria Miuccia and Patrizio Bertelli, Prada's Head of Design and CEO – and owners. What?Prada is the iconic Italian luxury group, which produces and designs leather goods, footwear and ready-to-wear clothing. In addition to Prada, the group is home to Miu Miu, Church’s and Car Shoe.
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Prada’s Hong Kong IPO
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The authors |
![]() Denis Gromb and Alberta Di GiuliDenis and Alberta explain why they chose to write a field research case, and why cases are key to teaching finance. ![]() Icing on the cakeBoth authors said: “We wrote the case for our students in different programmes at HEC Paris and ESCP Europe. It’s great to know it’s being picked up by other schools too. The award is the icing on the cake.” Field researchThey continued: “Taking the field research option was absolutely vital on this case. “We do not disclose anything extra-sensitive but help from Laurent Pellerin at Crédit Agricole was crucial, especially for the material in the teaching note and handouts.” Plenty of optionsDenis and Alberta explained: “We wrote the teaching note and additional material (slides, spreadsheets) for ourselves. “We needed enough details to pick from so the case could be easily used in different ways for different audiences, from undergraduates to MBAs to executives.” A global brandDenis added: “A familiar brand like Prada definitely helps capture the attention of students, but it also means they can contribute their own knowledge or experience of the company, its brands, its products, to class discussions. And with international classrooms like ours, a global brand is great too.”
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