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Working for his family’s company, whose colorful sportswear and controversial advertising made it a brand of international renown, Alessandro Benetton (MBA ’91) enjoyed a good run at a particularly glamorous assignment: managing the Benetton Group’s Formula 1 racing team. Named deputy chairman of the company last spring, Benetton has now been charged with revitalizing the firm’s line and leading its expansion into China and India, according to the New York Sun (September 16, 2005). On the need for change, Benetton said, “The company was very innovative when it began. We don’t want to change the model. On the other hand, we may want to introduce some experimentation.”

Benetton, who will remain as chairman of 21 Investimenti SpA, a private-equity firm he founded in 1993, has seen the Benetton Group’s share price and revenues decline in recent years. (Only 4 percent of the company’s revenues come from the Americas, while 85 percent are from Europe.) “The company is my highest priority,” he said. “It bears our family name and has our commitment.”

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Featured Alumni

Featured Alumni

Class of MBA 1991, Section E

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