Benetton Case Study
ORGANISATION DESIGN
CASE STUDY: "Building The Benetton System", Werner Ketelhoehn.
Benetton, having been around since 1965 has had some massive changes and events to respond to and so I feel that a timeline of the events since the company was founded to be of significant use.
1960's; Development of Lucianos competitive advantage (discussed later).
1965 - Benetton was founded and the first factory was opened in Ponzano.
1966 - Widening of the existing company-subcontractor relationship.
1968 - First Italian …
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…my analysis, I think in summary the whole Benetton system is the key factor of its success. The unique entrepreneurial system that is so different from the type in place at 'The Body Shop, with Anita Rod*censored*, created the drive and commitment of the non royalty paying entrepreneurs. Not the stereotypical franchise, a great deal of time and effort went into the selection process for the entrepreneurs - one of the Benetton success factors.
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