UNITED STRATEGY OF BENETTON Free Essay, Term Paper and Book Report
Forming of Benetton
Benetton is one of the largest and most successful companies in the global fashion and clothing industry. Benetton Group is present in about 120 countries around the world, under its logo operates more than 5000 stores. Its total turnover was 1,7 billion euros in 2004. The Group produces more than 110 million garments every year. And all of this begun about fifty years ago in a small Italian town of Treviso. Luciano Benetton (then 28 years old) and his sister Giuliana decided to set up a small family company. Giuliana was particularly good at knitting, so woollen sweaters were main goods produced by this enterprise. But what factors lead this small family business to become one of the largest companies of the twentieth century? There is no simple answer. During its activity Benetton Group found a specific way to manage their capabilities and resources what resulted in creation of competitive advantage through lower costs and differentiation.
The cause of success
Benetton Group was a very good example of what was called a virtual organization. Even though th......
Word Count: 2651
Page Count: 10.6 (250 words a page / double spaced)
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