Case | HBS Case Collection | February 2005 (Revised June 2006)

JCDecaux

by John R. Wells and Vincent Dessain

Abstract

Describes how JCDecaux, the second largest global outdoor advertising company, became the world leader in street furniture advertising in a fast consolidating business environment. Also explains why, in the late 1990s, JCDecaux diversified its activities into billboards and transport outdoor advertising in reaction to competitor attacks. Places students in the position of Jean-Francois Decaux and his brother Jean-Charles Decaux, the sons of the founder and JC Decaux's co-CEOs who, in late 2004, explore ways to continue the success of the 73% family-owned business.

Keywords: Advertising; Global Strategy; Leadership Style; Family Ownership; Strategic Planning; Competitive Strategy; Diversification; Advertising Industry;

Citation:

Wells, John R., and Vincent Dessain. "JCDecaux." Harvard Business School Case 705-458, February 2005. (Revised June 2006.)