Moleskine: Daniela Riccardi Turns the Page

Newly appointed CEO Daniela Riccardi needed to develop and present an action plan to the board of the company that owned Moleskine. Riccardi was hired because Moleskine had recently overextended its reach and needed more focus and discipline. Having previously served as the CEO of Diesel, a premium denim company, and Baccarat, a luxury crystal and lifestyle brand, Riccardi was known for successfully leading companies through rebranding efforts. Several issues confronted Moleskine: too many new products and offerings; soiled regions and departments; a lack of accountability among employees; lagging online sales; and, distribution partnerships that had not been reviewed in some time. Riccardi needed to prioritize these and other issues facing the company whose iconic notebooks had been used by the likes of Pablo Picasso, Vincent Van Gogh, and Ernest Hemingway. The primary teaching objective of the case is to help students formulate an action plan. It also offers insights on strategy execution, stepping into a new leadership role, and what it takes to lead change and transformation. Note: This case can be taught by itself, or it can be used as a follow-up to “Moleskine (A)” HBS No. 716-407 and “Moleskine (B)” HBS No. 716-4064.