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Case
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Reference no. 9-396-177
Authors: James L Heskett
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 30 November 1995
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

The management of the Benetton Group includes senior executives advocating two different strategies: (1) expanding manufacturing to develop economies in order to grow Benetton's sales in those markets; and/or (2) find ways to provide additional support to retailers, some of whom are operating in developed markets against sophisticated competitors and are increasingly embattled.
Location:
Industry:
Size:
USD1 billion revenues, 4,800 employees
Other setting(s):
1994

About

Abstract

The management of the Benetton Group includes senior executives advocating two different strategies: (1) expanding manufacturing to develop economies in order to grow Benetton's sales in those markets; and/or (2) find ways to provide additional support to retailers, some of whom are operating in developed markets against sophisticated competitors and are increasingly embattled.

Settings

Location:
Industry:
Size:
USD1 billion revenues, 4,800 employees
Other setting(s):
1994

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