The case synthesizes the context surrounding the nationalization of YPF.
The power of brand-led differentiation: What Vanzetti Engineering learned from luxury brands (B) (Video case)
Summary
This case series explores what companies can learn from luxury brands without becoming luxury brands themselves. The video B case features interviews with three Vanzetti Engineering executives: the marketing director, the CEO and owner and the chief commercial officer. With the shrinking of the automobile industry, the company has had to reposition itself in other industrial sectors where it is significantly smaller than the customers. Vanzetti Engineering embraced some of the codes of luxury branding according to what suited it and ignored others. The company discovered that although it was focused mostly on creating functional value, it had to dwell much more on emotional and societal value creation. The process of brand elevation required a complete cultural transformation, and one of the lessons from the case is that a brand is not a slogan but a way of being and of delivering value.
Reference
IMD-2696
Copyright
©2025
Copyright owner
IMD Copyright
Organization
Vanzetti Engineering
Industry
Construction and Engineering;Manufacturing
Available Languages
English
Contact
Research Information & Knowledge Hub for additional information on IMD publications
What if Europe’s biggest risk isn’t war – but running out of power?
Summary
In this edition of Leaders Unplugged, IMD President David Bach and Vestas CEO Henrik Andersen discuss Europe’s energy risks and bold leadership.
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The Future of Supply Chain
Summary
This guide examines the industry priorities and outlines five strategic areas of focus for supply chain transformation in 2025 and beyond.
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The power of brand-led differentiation: What Vanzetti Engineering learned from luxury brands (A)
Summary
Survey after survey shows that executives think their business is in danger of being commoditized. This means their company is not able to differentiate sufficiently to command higher market prices and profits. Luxury brands, by contrast, are the opposite of commodity. Their whole approach to branding is based on desirability. This case series explores what companies can learn from luxury brands without becoming luxury brands themselves. The written A case gives a short background on Vanzetti Engineering, which is facing intensifying competition in an evolving marketplace, and launches the first question for discussion.
Reference
IMD-2688
Copyright
©2025
Copyright owner
IMD Copyright
Organization
Vanzetti Engineering
Industry
Construction and Engineering;Manufacturing
Available Languages
English
Contact
Research Information & Knowledge Hub for additional information on IMD publications
What can we learn from Xiaomi’s monumental EV rise
Summary
Xiaomi’s rapid EV rise shows how future readiness and agility are reshaping the auto industry – a challenge traditional automakers can’t ignore.
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Everything you need to know about nonmarket strategy part 2: six key steps
Summary
Following on from the ‘why’ of nonmarket strategy, Michael Yaziji sets out a practical framework to get started, with industry examples.
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VARO’s twin-engine strategy on energy strikes the right balance
Summary
The Swiss-based energy group is plotting a course toward a renewables-focused future, without abandoning its traditional customer base.
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LuxExperience - Luxury E-Commerce
Summary
Michael Kliger, CEO of LuxExperience, explains how the group drives luxury e-commerce growth through execution, customer loyalty, and resilience.
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Everything you need to know about nonmarket strategy, part 1: Why do you need it?
Summary
Why do you need nonmarket strategy?
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Net ero - Political battles - How to survive
Summary
Business leaders must master the art of building strategies that take account of partisan divides over net-zero goals while progressing the interests of their company and society.
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