Bavaria Case Featured in Financial Times

International press coverage for EFMD-winning case for IMD
Bavaria Case Featured in Financial Times
Publ. date 8 May 2013
On May 7th, Financial Times published a summary of the case “Bavaria and the Swinkels Familiy: Brewing a Sticky Brand” written by IMD professor of entrepreneurship and finance Benoit Leleux and Finch & Beak's managing partner Jan van der Kaaij.

The case won the prestigious 2012 EFMD Case Writing Competition in the category “Family Business”.  The awards were presented at the 2013 EFMD Annual Conference in Brussels, on June 10th (see photo).

Tradition and innovation

The case presents a paradoxal scope of the way the family business that has existed for over 300 years, and demonstrates 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. Meanwhile the company made headlines with its Bavaria Babes that set the new norm in guerrilla marketing around the globe.

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