Product details

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Compact case
Published by: INSEAD
Originally published in: 2007
Version: 12.2013

Abstract

This is part of a case series. The case describes the extraordinary success of a French regional firm in a world of gigantic multinationals. By transforming pet feeding into a nutrition plus health proposition, Royal Canin creates a new market and an extremely powerful brand. And this does not result from a classical marketing approach but is rather linked with shared belief across functions and associated learning procedures.
Location:
Industry:
Size:
Multinational
Other setting(s):
2003

About

Abstract

This is part of a case series. The case describes the extraordinary success of a French regional firm in a world of gigantic multinationals. By transforming pet feeding into a nutrition plus health proposition, Royal Canin creates a new market and an extremely powerful brand. And this does not result from a classical marketing approach but is rather linked with shared belief across functions and associated learning procedures.

Settings

Location:
Industry:
Size:
Multinational
Other setting(s):
2003

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