Case | HBS Case Collection | January 1989

Benetton S.p.A.

by Howard H. Stevenson


Focuses on the strategic/organizational development of Benetton. Examines the organizational structure which has allowed the company to expand into a world scale company from its small entrepreneurial base. Examines the functional strategies which have allowed a huge firm to succeed in a fashion business. Poses the question as to whether this same organization can be successful in the face of diversification.

Keywords: Marketing Strategy; Organizational Structure; Growth and Development; Business Strategy; Performance Effectiveness; Fashion Industry; Apparel and Accessories Industry;


Stevenson, Howard H. "Benetton S.p.A." Harvard Business School Case 389-074, January 1989.