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  • April 2016 (Revised March 2019)
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Moleskine (A)

By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu
  • Format:Print
  • | Language:English
  • | Pages:19
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Abstract

Describes the founding and growth challenges facing Moleskine, an Italian-based consumer products company known for its oilcloth-covered notebooks once used by Ernest Hemingway and Vincent van Gogh. CEO Arrigo Berni and co-founder Maria Sebregondi aim to transform the company from a founder-led company to a professionally managed firm by expanding into new geographies, product categories, and distribution channels. They have also recently developed several strategic partnerships with Silicon Valley firms to expand into an array of digital products. However, after going public, stock prices continue to fluctuate below analysts' expectations, raising concerns about whether the company has grown too quickly. The leaders must now decide how to expand the firm's capabilities while continuing to preserve its organizational identity and creative culture.

Keywords

Creative Industries; Brand Building; Digital Innovation; Digital Services And Strategy; Process Improvement; Culture; Identity Construction; Innovation; Growth and Development Strategy; Leadership; Organizational Change and Adaptation; Organizational Culture; Innovation Strategy; Consumer Products Industry

Citation

Raffaelli, Ryan, Raffaella Sadun, and Kathy Qu. "Moleskine (A)." Harvard Business School Case 716-407, April 2016. (Revised March 2019.)
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About The Authors

Ryan L. Raffaelli

Organizational Behavior
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Raffaella Sadun

Strategy
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Related Work

    • May 2016 (Revised November 2018)
    • Faculty Research

    Moleskine (B)

    By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu
    • December 2018 (Revised July 2020)
    • Faculty Research

    Moleskine (A) and (B)

    By: Ryan Raffaelli
    • April 2016 (Revised March 2019)
    • Faculty Research

    Moleskine (A)

    By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu
Related Work
  • Moleskine (B) By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu
  • Moleskine (A) and (B) By: Ryan Raffaelli
  • Moleskine (A) By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu
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