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Book Cover
Author Calkins, Tim, author

Title El Cerrito : driving growth / Tim Calkins, Jenn Karakkal
Published London : SAGE Publications Ltd, 2017
Online access available from:
Sage Business Cases    View Resource Record  


Description 1 online resource : illustrations
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
Summary Michael Belden, longtime manager of the El Cerrito brand of high-end leather products and accessories, had just concluded a presentation to the senior executive team on his plan to increase profits by 4 percent over the next year. His new boss, Sara Jensen, was not pleased and instructed him to go back to the drawing board: You and I both know that a 4 percent profit increase just isnt sufficient. I was hoping to see an increase of 20 percent or more. Belden was deeply concerned. El Cerrito was a mature brand that catered to exclusive, high-end clientele. Would it be possible to generate the kind of growth Jensen wanted without damaging the brands equity?
Notes Originally published: Calkins, T., & Karakkal, J. (2015). El Cerrito: Driving Growth. 5-414-756. Evanston, IL: Kellogg School of Management, Northwestern University
Description based on XML content
Subject El Cerrito
Business enterprises -- Growth.
Business planning.
Leather industry and trade.
Form Electronic book
Author Karakkal, Jenn, author
ISBN 9781473996656 (ebook)