Victorinox: Cultural Heritage and Brand Innovation (A)

Abstract

The case explains how Victorinox, the manufacturer of the Swiss Army Knife, survived the 2001 crisis, which reduced its sales of knives in airports and planes to zero. The company continued a policy of diversification begun in 1989 after cheap knock off designs of the Swiss Army Knife flooded the market. Carl Elsner must now decide if the company should continue to diversify its portfolio of products or focus on its core competency.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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Resources

Exhibit 1: The Swiss Soldier’s Knife (Left) and Officer’s Knife (Right) From 1897

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Exhibit 2: Traditional Swiss Army Knife Equipped With Modern Functional Tools

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Exhibit 3: Victorinox for Household and Professional Kitchens

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Exhibit 4: Victorinox Timepieces

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Exhibit 5: Victorinox Travel Gear

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Exhibit 6: Victorinox Apparel

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Exhibit 7: Victorinox Fragrances for Him and Her

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Exhibit 8: Victorinox Product Portfolio

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Exhibit 9: Victorinox Turnover and the Number of Employees Over the Years

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This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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