| HBS Case Collection
(Revised February 1989)
The world's largest manufacturer of woolen outerwear garments seeks to extend its retailing network to the United States from its base in Europe. A number of issues concerning marketing, manufacturing, and logistics strategy are raised by the proposed move along with specific questions about how the move should be managed. The case describes a well-thought-out, functionally integrated strategy for Europe in a way that allows assessment of its applicability for a proposed U.S. effort.
Brands and Branding;
Apparel and Accessories Industry;
Heskett, James L. "Benetton (A)." Harvard Business School Case 685-014, September 1984. (Revised February 1989.)