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  • September 1984 (Revised February 1989)
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Benetton (A)

By: James L. Heskett
  • Format:Print
  • | Language:English
  • | Pages:23
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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, September 1984. (Revised February 1989.)
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About The Author

James L. Heskett

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Related Work

    • June 1985 (Revised April 1989)
    • Faculty Research

    Benetton (B)

    By: James L. Heskett
Related Work
  • Benetton (B) By: James L. Heskett
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