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- Words:
- 3688
- Submitted:
- Thu Jan 13 2005
... BENETTON STM 160 - INTERNATIONAL MANAGEMENT Professor: Jane Salk Section 2, Tuesday (13:00-16:15) Cristina Merry del Val Mariategui Anna-Katharina Wittenstein Holger Breinlich BENETTON - HISTORY AND PRESENT STRUCTURE When Luciano and Giuliana Benetton, both grown up under the harsh conditions of war and post war Italy, founded Benetton group in 1965, they probably did never dream that one day their company would among the most famous in the fashion industry. Yet, 34 years later, Benetton is present in 120 countries and Edizione Holding, the holding company of the family is now making a yearly turnover of XXX billion Lira1. Not at least due to their controversial advertising campaigns which sparked strong reactions around the world, from outright ban to art awards, Benetton has become known worldwide. After the opening their first store in 1968 with a surface of only 40 square metres things were looking upwards soon. With the first successes, Luciano's and Giulinana's younger brothers, Gilberto and Carlo
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