Bernd Beetz: Creating the New Coty Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

The case analyzes how a virtually new company was created over the preceding years, and opens with the development of a new Russian subsidiary company in the aftermath of the international financial catastrophe. In the year 1990 the German consumer goods corporation Benkiser began getting fragrance and cosmetics brands with the intention of developing a beauty business. These included the long-recognized, but relatively modest US fragrance company Coty. In 1996 the beauty company was spun off under the name Coty. It was still a fragmented range of acquired brands when Beetz was hired as chief executive.

The case describes Beetz reignited the dormant celeb perfume company with the successful launching of a new Jennifer Lopez fragrance line. Fashioning a fresh entrepreneurial culture based on the principles of "faster, further, freer," Coty hired longstanding executives from other firms and liberated their entrepreneurial abilities, refreshing brands which had been tarnished into an international mass color cosmetics brand. In the year 2005 the attainment of Calvin Klein from Unilever, and its renewal, catapulted Coty into the standing of the world's largest perfume business. The case provides an opportunity to examine the entrepreneurial, cultural, and organizational variables which empower workers and acquired brands to be re invigorated and modeled into a dynamic global business that is new. It inquires if the other and cultural factors behind its rapid growth can maintain the business as it seeks increase substantially further as a top five beauty business.

PUBLICATION DATE: June 26, 2008 PRODUCT #: 808133-HCB-ENG

This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP