El Cerrito : driving growth / Tim Calkins, Jenn Karakkal.

Format:

Book

Author/Creator:

Calkins, Tim, author.

Karakkal, Jenn, author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Business enterprises--Growth.

Business enterprises.

Business planning.

Leather industry and trade.

El Cerrito.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications Ltd, 2017.

System Details:

text file

Summary:

Michael Belden, longtime manager of the El Cerrito brand of high-end leather products and accessories, had just concluded a presentation to the senior executive team on his plan to increase profits by 4 percent over the next year. His new boss, Sara Jensen, was not pleased and instructed him to go back to the drawing board: You and I both know that a 4 percent profit increase just isnt sufficient. I was hoping to see an increase of 20 percent or more. Belden was deeply concerned. El Cerrito was a mature brand that catered to exclusive, high-end clientele. Would it be possible to generate the kind of growth Jensen wanted without damaging the brands equity?

Notes:

Originally published: Calkins, T., & Karakkal, J. (2015). El Cerrito: Driving Growth. 5-414-756. Evanston, IL: Kellogg School of Management, Northwestern University.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781473996656

OCLC:

1017727510

Access Restriction:

Restricted for use by site license.