Publications
Publications
- April 2004 (Revised May 2005)
- HBS Case Collection
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, April 2004. (Revised May 2005.)