Brand strategy
October 2019
Ferrari: Strategy in Transition
By Stefano Turconi
Set in January 2018, the case presents the situation facing Ferrari Chairman and CEO Sergio Marchionne as he considers the future of the septuagenarian racing and luxury performance car company. During his tenure, Marchionne steered Ferrari onto a trajectory of sustained profitable growth. He split ...
May 2014
Vodafone Turkey (C)
By A. Gokhan Ay, Michael Jacobides, Tom Albrighton
Vittorio Colao was appointed Chief Executive of Vodafone Group plc on 29 July 2008. Given the ongoing economic tumult, one of his first acts as CEO was to stress that the company had to “batten down the hatches” to survive. The days of multi-billion pound deals were over, he added.Vittorio inher...
April 2014
Vodafone Turkey (B)
By A. Gokhan Ay, Michael Jacobides, Tom Albrighton
Vittorio Colao was appointed Chief Executive of Vodafone Group plc on 29 July 2008. Given the ongoing economic tumult, one of his first acts as CEO was to stress that the company had to “batten down the hatches” to survive. The days of multi-billion pound deals were over, he added.Vittorio inher...
April 2014
Vodafone Turkey (A)
By A. Gokhan Ay, Michael Jacobides, Tom Albrighton
Vittorio Colao was appointed Chief Executive of Vodafone Group plc on 29 July 2008. Given the ongoing economic tumult, one of his first acts as CEO was to stress that the company had to “batten down the hatches” to survive. The days of multi-billion pound deals were over, he added.Vittorio inher...
July 2008
Nestle and the Multi-beverage Machine Market (C)
By Costas Markides, Daniel Oyon, Laura Winig
Nestle is considering whether to introduce a new multi-beverage coffee machine positioned for the mass market. The decision is complicated by the fact that Nestle already has a successful coffee machine (called Nespresso), that is positioned at the high-end of the market and has a best-selling insta...
July 2008
Nestle and the Multi-beverage Machine Market (B)
By Costas Markides, Daniel Oyon, Laura Winig
Nestle is considering whether to introduce a new multi-beverage coffee machine positioned for the mass market. The decision is complicated by the fact that Nestle already has a successful coffee machine (called Nespresso), that is positioned at the high-end of the market and has a best-selling insta...
July 2008
Nestle and the Multi-beverage Machine Market (A)
By Costas Markides, Daniel Oyon, Laura Winig
Nestle is considering whether to introduce a new multi-beverage coffee machine positioned for the mass market. The decision is complicated by the fact that Nestle already has a successful coffee machine (called Nespresso), that is positioned at the high-end of the market and has a best-selling insta...
November 2019
Christian Lacroix: A King Without a Kingdom
By Stefano Turconi
Set in 2009, this case chronicles the key stages in the development of the Christian Lacroix Company, the fashion house founded by the eponymous designer with the financial backing of Bernard Arnault (LVMH). Lacroix’s opulent creations wowed fashion editors and wealthy fashionistas the world over ...
January 2012
Nespresso: What Else?
By Nader Tavassoli
In 2011 Nespresso, the premium single-serve coffee brand of the multinational Swiss company Nestle, found itself at a crossroads. Between 2006 and 2010 Nespresso had managed to nearly triple sales - from CHF1.16 billion to well over CHF3 billion. But despite its meteoric growth in recent years, comp...