Turning around Avon: The rebirth of an iconic global brand (B)

By Dominique Turpin and Lisa Simone Duke

20 pages

April 2020

Order this case study

Reference: IMD-7-2166

The (B) case describes the decisions taken by the new CEO as well as the impressive results achieved in less than 2 years

Learning Objective

Turnaround strategy
Rebuilding a declining brand

Keywords

Marketing, Turnaround Strategy, Global Branding, Brand

Settings

World/global, United Kingdom
Avon, Consumer Goods, Cosmetics and Perfumes
2018-2020

Type

Field Research

Available Languages

English

Related material

Video

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact

Research Information & Knowledge Hub for additional information on IMD publications