Case | HBS Case Collection | 2005 (Revised from original 2004 version)

ING DIRECT

by James L. Heskett

Abstract

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;

Citation:

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