Eris (B): Rebranding and preparing the ground for expansion
The B-case describes how Eris arrived at a new strategy, focused on raising their brand to a premium level and creating a new brand for the mass market. It also shows how the company professionalized their organization while sustaining its unique culture. There were still several open questions: How do you sustain a successful family culture while growing? Does the company need to enter new segments to keep up with competition in the mass market? How do you prepare for an international expansion? Which markets to choose and why?
Learn how local companies can formulate effective strategies to compete with multinationals; how they can create a premium brand not only by competing with price; how they can build a unique culture that values job satisfaction, innovation, motivates employees and allows them to balance private and professional life.
2003-2007
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
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Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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- Eris (A): Building a cosmetics brand in Poland
- Eris (B): Rebranding and preparing the ground for expansion
- Eris (A): Building a cosmetics brand in Poland
- Eris (B): Rebranding and preparing the ground for expansion
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Officially, brands executives continue to display confidence that big luxury will shrug off the 2024 downturn as a cyclical one. They see it as the product of the combined collapse of real estate prices in China and a return to normalcy after the ...
Building on NTT (A), the case starts with NTT’s CEO having narrowed down strategic growth options with the board to prepare NTT for the future. Past international investments in AT&T Wireless and KPN to tap into foreign markets had resulted in bil...
in I by IMD
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in I by IMD 8 January 2025
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in I by IMD
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in Binder, Julia Katharina (Ed.); Haanaes, Knut Bjarne (Ed.) / Leading the sustainable business transformation: A playbook from IMD, pp. 59-62 / Hoboken: Wiley, 2025
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in Binder, Julia Katharina (Ed.); Haanaes, Knut Bjarne (Ed.) / Leading the sustainable business transformation: A playbook from IMD, pp. 1-7 / Hoboken: Wiley, 2025
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NTT Corporation, Japan’s information and communication technologies (ICT) leader since 1953, was the first to commercialize internet usage on mobile phones in the 1990s, which resulted in NTT achieving much success in Japan. However, by the end of...