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商品編號： W18546 出版日期： 2018/09/12 作者姓名： Cotte, June;Zhang, Jessica 商品類別： Marketing 商品規格： 10p 再版日期： 地域： Italy 產業： Retail trade 個案年度： 2015 -
商品敘述：
In 2014, Guccio Gucci SpA (Gucci), a flagship brand of the Kering group, was struggling with its operating profit and human resources. By December 2014, the company had experienced three consecutive quarters of declining profits. In addition to the company''s financial issues, its president and chief executive officer (CEO) and its creative director had abruptly left the company. On January 15, 2015, a new CEO took over and faced several decisions. He needed to decide whether or not to reposition the brand and whether to hire internally or externally for a new creative director-related decisions that would strongly influence the brand''s position in the market and its appeal in the future.
涵蓋領域：
Brand positioning;Market positioning;Corporate strategy
相關資料：
, (W18547), 5p, by June Cotte, Jessica Zhang
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