The case presents a paradoxal scope of the way the family business that has been existing for over 300 years. It demonstrates the Bavaria’s unorthodox shared leadership model combined with a entrepreneurial management style. The key question in the case is how the brand can be “revitalized” on the one hand and can stay true to its identity and core values on the other. By cleverly combining innovation, guerrilla marketing and sustainability with its brand values, Bavaria was very successful in refreshing the brand and keeping the family shareholders happy. And the company was making headlines underway with its Bavaria Babes that set the new norm in guerrilla marketing around the globe.
The case is part of a series of cases produced on family business, innovation and sustainability. Previous cases were written on Torres wines (2010) and Happy Shrimp (2007). All cases and the accompanying teaching materials are part of the IMD’s curriculum. Finch & Beak, thought leader on business and sustainability, applies the cases in its GLOBE-US methodology when consulting family businesses en enterprises on their value proposition and training their senior management. GLOBE-US is based on the Business Model Canvas and was developed in cooperation with the authors of the Business Model Canvas, Alex Osterwalder and Yves Pigneur.
Interested in how your marketing can profit from sustainability? Please contact Jan van der Kaaij at firstname.lastname@example.org or +31 6 28 02 18 80. More information on the Case Writing Competition can be found on the EFMD website.