Case | HBS Case Collection | November 1995

The Benetton Group

by James L. Heskett


The management of the Benetton Group includes senior executives advocating two different strategies: 1) expanding manufacturing to develop economies in order to grow Benetton's sales in those markets, and/or, 2)find ways to provide additional support to retailers, some of whom are operating in developed markets against sophisticated competitors and are increasingly embattled. Includes color exhibits.

Keywords: Marketing Strategy; Business Strategy; Global Strategy; Sales; Growth and Development; Distribution; Distribution Channels;


Heskett, James L. "The Benetton Group." Harvard Business School Case 396-177, November 1995.