Published by: stylie (Karma: 124.16) on 22 February 2008 | Views: 8401
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The story of Benetton is the story of one family’s progress from a small business in provincial Italy to world
domination. One of the keys to their success has been the strength of the family and the determination of the original four brothers and sisters to remain personally involved and in financial control of the business.
One of the issues raised by the book is the moral responsibility of multi-national corporations in the postwar era. Benetton has deliberately, and often provocatively, associated itself with social and political matters that have no direct relation to its business of selling clothes. Its advertising campaigns, which have drawn the public attention to war, disease, death and racial issues, have sometimes threatened to damage sales figures and yet in the end have succeeded in publicizing the name Benetton throughout the world.
File includes FULL BOOK, student activities and teacher supplements from the companion website.
