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- September 1984 (Revised February 1989)
- Case
Benetton (A)
By: James L. Heskett
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... View Details
Keywords: Logistics; Brands and Branding; Networks; Production; Marketing Strategy; Globalization; Apparel and Accessories Industry; United States; Europe
Heskett, James L. "Benetton (A)." Harvard Business School Case 685-014, September 1984. (Revised February 1989.)