Subject category:
Strategy and General Management
Published by:
INSEAD
Version: 12.2013
Length: 5 pages
Data source: Field research
Share a link:
https://casecent.re/p/74333
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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.
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.