Case | HBS Case Collection | April 2004 (Revised May 2005)


by James L. Heskett


The CEO of ING Direct (U.S.) has to decide: (1) whether and how to coordinate his organization's branding effort with its parent, ING Group, and (2) how fast to grow the business. Includes color exhibits.

Keywords: Decision Choices and Conditions; Entrepreneurship; Leadership Style; Growth Management; Brands and Branding; Planning; Problems and Challenges; Financial Services Industry; United States;


Heskett, James L. "ING DIRECT." Harvard Business School Case 804-167, April 2004. (Revised May 2005.)