Royal Canin: making out a new territory (Part I and II)
Author: Waldman, Charles ; Thoenig, Jean-ClaudeINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 2007.Language: EnglishDescription: 36 p. + 6p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: 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.Pedagogical Objectives: The case aims to: . Understand how an organizational culture is creating conditions for marketing excellence and great economic performance . Illustrate the beauties, but also the difficulties of being an international niche player . Understand the drivers of extremely powerful branding| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Asia Campus Archives | Consultation only | |||||
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Europe Campus INSEAD Publications Display | Consultation only | BC008022 |
Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
The case aims to:
. Understand how an organizational culture is creating conditions for marketing excellence and great economic performance
. Illustrate the beauties, but also the difficulties of being an international niche player
. Understand the drivers of extremely powerful branding
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.
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