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United colors of Benetton

Author: Pinson, Christian ; Tibrewala, Vikas ; Gee, FrancescaINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1996.Language: EnglishDescription: 30p.Type of document: INSEAD CaseAbstract: The case covers all major aspects of Benetton's successful corporate strategy and innovative business system from its creation till the present. It also provides a complete overview of Benetton's unique communication philosophy and the controversy generated by it, along with a wealth of independent market research data from many countriesPedagogical Objectives: The case allows an analysis of the building of a global business and brand through an innovative business system integrating unorthodox approaches to production, retailing and communication held together by a strong, entrepreneurial corporate culture
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The case allows an analysis of the building of a global business and brand through an innovative business system integrating unorthodox approaches to production, retailing and communication held together by a strong, entrepreneurial corporate culture

The case covers all major aspects of Benetton's successful corporate strategy and innovative business system from its creation till the present. It also provides a complete overview of Benetton's unique communication philosophy and the controversy generated by it, along with a wealth of independent market research data from many countries

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