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Case
-
Reference no. F303-174-1
French language
Subject category: Strategy and General Management
Authors: Jean Claude Thoenig (INSEAD); Charles Waldman (INSEAD)
Published by: INSEAD
Originally published in: 2008
Version: 01.2008
Length: 38 pages
Data source: Field research
Topics: Strategic consistency; Multi-disciplinary; Market creation; Courage and solidarity; Organisational culture; Branding; International 'niching'; Clever globalisation
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Abstract

This is a French version. 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:
France
Industry:
Pet foods
Size:
Multinational
Other setting(s):
2003
Teaching note
-
Reference no. 303-174-8
Subject category: Strategy and General Management
Authors: Jean Claude Thoenig (INSEAD); Charles Waldman (INSEAD)
Published by: INSEAD
Originally published in: 2003
Version: 12.2013
Length: 10 pages
Data source: Field research
View full details
Case
-
Reference no. 303-174-1
Subject category: Strategy and General Management
Authors: Jean Claude Thoenig (INSEAD); Charles Waldman (INSEAD)
Published by: INSEAD
Originally published in: 2003
Version: 12.2013
Length: 35 pages
Data source: Field research
Topics: Strategic consistency; Multi-disciplinary; Market creation; Courage and solidarity; Organisational culture; Branding; International 'niching'; Clever globalisation
View full details
Case
-
Reference no. C303-174-1
Simplified Chinese language
Subject category: Strategy and General Management
Authors: Jean Claude Thoenig (INSEAD); Charles Waldman (INSEAD)
Published by: INSEAD
Originally published in: 2010
Version: 11.2010
Length: 33 pages
Data source: Field research
Topics: Organizational culture; AR2010; AR1011; RD1110; Strategic consistency; Multi-disciplinary; Market creation; Courage and solididarity; Branding; International niching; Clever globalisation
View full details
Compact case
Case
-
Reference no. F307-231-1
French language
Subject category: Strategy and General Management
Authors: Jean Claude Thoenig (INSEAD); Charles Waldman (INSEAD)
Published by: INSEAD
Originally published in: 2008
Version: 01.2008
Length: 5 pages
Data source: Field research
Topics: Strategic consistency; Multi-disciplinary; Market creation; Courage and solidarity; Organisational culture; Branding; International 'niching'; Clever globalisation
View full details

About

Abstract

This is a French version. 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:
France
Industry:
Pet foods
Size:
Multinational
Other setting(s):
2003

Related

Teaching note
-
Reference no. 303-174-8
Subject category: Strategy and General Management
Authors: Jean Claude Thoenig (INSEAD); Charles Waldman (INSEAD)
Published by: INSEAD
Originally published in: 2003
Version: 12.2013
Length: 10 pages
Data source: Field research
View full details
Case
-
Reference no. 303-174-1
Subject category: Strategy and General Management
Authors: Jean Claude Thoenig (INSEAD); Charles Waldman (INSEAD)
Published by: INSEAD
Originally published in: 2003
Version: 12.2013
Length: 35 pages
Data source: Field research
Topics: Strategic consistency; Multi-disciplinary; Market creation; Courage and solidarity; Organisational culture; Branding; International 'niching'; Clever globalisation
View full details
Case
-
Reference no. C303-174-1
Simplified Chinese language
Subject category: Strategy and General Management
Authors: Jean Claude Thoenig (INSEAD); Charles Waldman (INSEAD)
Published by: INSEAD
Originally published in: 2010
Version: 11.2010
Length: 33 pages
Data source: Field research
Topics: Organizational culture; AR2010; AR1011; RD1110; Strategic consistency; Multi-disciplinary; Market creation; Courage and solididarity; Branding; International niching; Clever globalisation
View full details
Compact case
Case
-
Reference no. F307-231-1
French language
Subject category: Strategy and General Management
Authors: Jean Claude Thoenig (INSEAD); Charles Waldman (INSEAD)
Published by: INSEAD
Originally published in: 2008
Version: 01.2008
Length: 5 pages
Data source: Field research
Topics: Strategic consistency; Multi-disciplinary; Market creation; Courage and solidarity; Organisational culture; Branding; International 'niching'; Clever globalisation
View full details