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商品編號： 9-515-054 出版日期： 2015/01/09 作者姓名： Elberse, Anita 商品類別： Marketing 商品規格： 27p 再版日期： 地域： 產業： Apparel industry 個案年度： -
商品敘述：
In February 2014, Burberry''s chief executive officer Angela Ahrendts is preparing to hand the reins of the English luxury fashion company to chief creative officer Christopher Bailey. Under Ahrendts and Bailey''s partnership, in place since 2006, Burberry''s revenues have tripled to more than two billion English pounds, and operating profits have more than doubled. Ahrendts has led Burberry to become a brand that once again stands for luxury and that has a strong global and digital footprint. Yet the leadership change is met with skepticism. Is Burberry''s current strategy also the right one for the future, and can Bailey continue Burberry''s transformation?
涵蓋領域：
Succession planning;Leadership transitions;Branding;Marketing;Digital marketing;Strategy;Managing uncertainty
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