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Keywords: Billionaire brands
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Case Studies
Case Provider:
The CASE Journal
The CASE Journal (2026) 22 (4): 685–691.
Published: 04 December 2025
.... In August 2024, newly appointed CEO Laurent Freixe presented a turnaround strategy by restructuring operations, focusing on 31 “billionaire brands” and price competitiveness. Challenges remain in terms of economic uncertainties, inflation and geopolitical risks. This case assesses whether Freixe’s...
