Assignment:
Giorgio Armani Spa is an Italian private company owned mainly by the Armani family. Most of its clothing and accessories are produced and marketed by the company (some are manufactured by outside contractors). For other products, notably fragrances, cosmetics, and eyewear, Armani licenses its brand names to other companies. Armani is considering expanding into athletic clothing, hotels, and bridal shops. Advise Armani on whether these new businesses should be developed in-house, by joint ventures, or by licensing the Armani brands to specialist companies already within these fields.