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.
Victorinox: Cultural Heritage and Brand Innovation (A)
- Publisher:University of Zurich
- Publication year:2016
- Online pub date:
- Updated:March, 2019
- Discipline: Brand Management & Strategy, New Product Design & Marketing, Strategic Decision-Making
- Contains:Document | Supplementary Resources | Teaching Notes
- Length:2,592 words
Region:Western EuropeCountry:SwitzerlandOrganization:VictorinoxOrganization Size:Originally Published In:2016). Victorinox: Cultural heritage and brand innovation (A). S2CSC 003-16-0. Zurich, Switzerland: Swiss Chinese Case Study Center, University of Zurich.(Type:Online ISBN:9781526491541Copyright: © 2016 The Swiss Chinese Case Study Center of the University of Zurich.