El Cerrito : driving growth / Tim Calkins, Jenn Karakkal.
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 b...
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| Main Authors: | , |
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| Format: | Ebook |
| Language: | English |
| Published: |
London :
SAGE Publications Ltd,
2017.
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| Series: | SAGE Knowledge. Cases.
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| Subjects: | |
| Online Access: | SAGE |
| 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? |
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| Item Description: | Originally published: Calkins, T., & Karakkal, J. (2015). El Cerrito: Driving Growth. 5-414-756. Evanston, IL: Kellogg School of Management, Northwestern University. |
| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 1473996651 9781473996656 |