More from the Author

• Case | HBS Case Collection | 2013 (Revised from original 2008 version)

  Bernd Beetz: Creating the New Coty

  Geoffrey Jones and David Kiron

  Considers the creation of the world's largest fragrance company by Bernd Beetz, appointed chief executive of Coty Inc. in 2001. In 1990 the German consumer goods company Benkiser began acquiring fragrance and cosmetics brands with the intent of developing a beauty business. These included the long-established, but relatively small, U.S. fragrance company Coty. In 1996 the beauty business was spun off under the name Coty. When Beetz was hired as chief executive, it was still a fragmented collection of recently acquired brands. The case describes how Beetz re-ignited the dormant celebrity fragrance business with the successful launch of a new Jennifer Lopez fragrance line. Fashioning a new entrepreneurial culture based on the principles of "faster, further, freer," Coty hired longstanding executives from other firms and liberated their entrepreneurial capabilities, refreshing brands which had been tarnished into a global mass color cosmetics brand. In 2005 the acquisition of Calvin Klein from Unilever, and its renewal, catapulted Coty into the position of the world's largest fragrance company. The case provides an opportunity to examine the entrepreneurial, cultural, and organizational factors which enable acquired brands and employees to be re-invigorated and molded into a dynamic new global business. It asks if the cultural and other factors behind its rapid growth can sustain the company as it seeks growth much further as a top-five beauty company.

  Keywords: Mergers and Acquisitions; Entrepreneurship; Globalized Firms and Management; Growth and Development Strategy; Corporate Strategy; Beauty and Cosmetics Industry; Germany; United States;

  Citation:

  Jones, Geoffrey, and David Kiron. "Bernd Beetz: Creating the New Coty." Harvard Business School Case 808-133, April 2013. (Revised from original June 2008 version.)

  CiteView DetailsPurchase

  Related

• Course Overview Note | 2013 (Revised from original 2013 version)

  The Entrepreneurial Manager: Course Overview, 2013 Winter Term

  Richard G. Hamermesh, Richard G. Hamermesh and Thomas Eisenmann

  Course overview of The Entrepreneurial Manager.

  Keywords: Entrepreneurship; Management; Business Education;

  Citation:

  Hamermesh, Richard G., and Thomas Eisenmann. "The Entrepreneurial Manager: Course Overview, 2013 Winter Term." Harvard Business School Course Overview Note 813-155, January 2013. (Revised from original January 2013 version.)

  CiteView DetailsPurchase

  Related

• Case | HBS Case Collection | 2013 (Revised from original 2012 version)

  Companion Diagnostics: Uncertainties for Approval and Reimbursement

  Richard G. Hamermesh, Norman C. Selby and Phillip Andrews

  The FDA approvals of novel therapeutics were seen as signs in the personalized medicine community of real progress in the growth of personalized medicine. The FDA's approval of such drugs, along with companion diagnostics, suggested a shift in thinking and regulatory practices at the agency. Beyond the regulatory questions, many considered the reimbursement system archaic, dispersed, unpredictable, and unnecessarily time consuming. Many questioned whether the traditional models of reimbursement were relevant in the era of personalized medicine, and who should be covering the cost of tests needed to identify the sometimes small number of patients who could benefit from expensive targeted drugs. This case focuses on the array of possibilities and the ambiguity surrounding these regulatory and reimbursement issues.

  Keywords: models of reimbursement; personalized medicine; regulation; healthcare reform; Health Care and Treatment; Health Industry; United States;

  Citation:

  Hamermesh, Richard G., Norman C. Selby, and Phillip Andrews. "Companion Diagnostics: Uncertainties for Approval and Reimbursement." Harvard Business School Case 813-037, January 2013. (Revised from original November 2012 version.)

  CiteView DetailsPurchase

  Related