Royal Canin (Part I) - The Case Centre

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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

Share a link: https://casecent.re/p/97751

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Abstract

This is a Chinese version. 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.

Industry:

Pet foods

Other setting(s):

2003