Tattara, Giuseppe; Crestanello, Paolo - Dipartimento di Economia, Università Ca' Foscari Venezia - 2009
The paper investigates the change in strategy of the Benetton Group, since the mid nineties, in face of the severe intensive competition in the international fashion market. New competitors, in particular the European brands Zara, Mango and H&M, have challenged the Benetton position in the...