ECCO A / S (ECCO) has been very successful in the footwear industry, focusing on the technology and quality, while maintaining complete control over the entire value chain from "cow boots". As ECCO grew and faced increased international competition, the various activities of the value chain, primarily production and tanning, were offshore to low-cost countries.
Fully integrated chain linked heavily and management attention in tanneries and factories that could be used to strengthen the branding and marketing in ECCO shoes. In addition, more and more complex and dispersed global value chain configuration posed organizational and management issues related to coordination, communication and logistics. This case is the financial, organizational and managerial challenges of maintaining a highly integrated global value chain and asks students to determine the feasibility of this setup in the context of increasing market industry. It is suitable for both undergraduate and graduate courses in international corporate strategy, international management, international marketing, supply chain management, strategic management of cross-border and international research business in general. "Hide
by Bo Nielsen, Torben Pedersen, Jacob Pyndt Source: Richard Ivey School of Business Foundation 21 pages. Publication Date: April 24, 2008. Prod. #: 908M14-PDF-ENG
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