BODEN: DIVERSIFYING OR INTERNATIONALISING A BRITISH FASHION BRAND

This case uses publicly available data to consider the mail order fashion house Boden’s evaluation of whether to embark on a diversification or internationalisation strategy at the dawn of the internet age. Additionally it invites consideration of the Ansoff product-market matrix, market attractiveness evaluation and the exit strategy for a leader-as-brand business model. The case is suitable for both undergraduate and postgraduate management students likely to be following an internationally flavoured marketing, strategy or entrepreneurship module.