Case Study

A case study of two leaders at Burberry: Synergy or separation?

21 pages
May 2018
Reference: IMD-7-1998

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.

Learning Objective
  • 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.
Chief Executive Officer, Agility, Leadership Behavior, Digital Transformation, Partnership, Millennials
United Kingdom
Burberry, Consumer Goods, Luxury Goods and Jewelry
Published Sources
© 2018
Available Languages
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