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Case
| HBS Case Collection
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1989
(Revised from original 1984 version)
Benetton (A)
by
James L. Heskett
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Abstract
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.
Keywords: Logistics;
Brands and Branding;
Networks;
Production;
Marketing Strategy;
Globalization;
Apparel and Accessories Industry;
United States;
Europe;
Citation:
Heskett, James L. "Benetton (A)." Harvard Business School Case 685-014, February 1989. (Revised from original September 1984 version.)