This case explores the background and leadership styles of two of Burberry’s leaders – Angela Ahrendts, CEO of Burberry from 2006-2014, who was instrumental in bringing a clearer strategic focus to the luxury company and tripling profits and revenues during her tenure, and Christopher Bailey, designer extraordinaire and Chief Creative Officer between 2009-2018 and CEO between 2014-2018. In focus are the complementary roles these two leaders played in Burberry’s digital transformation and how they collaborated and leveraged each other’s’ strengths and talents.
• Comparing different leadership profiles, especially in the context of digital change within the organization
• Exploring the importance of partnerships (internal and external) and leveraging one another’s strengths and compensating for weaknesses
• Leveraging the power of digital for strategic and operational change.
Burberry, Consumer Goods, Luxury Goods and Jewelry
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