With 125 years of experience and a unique set of values, Victorinox seemed to be well prepared to survive the worldwide economic crisis, which became evident in the fall of 2008. At the end of the summer of 2009, before the brand board meeting, 51 year-old Carl Elsener Jr., the CEO of the company, was wondering whether the measures taken so far to fight back the crisis would work, taking into account that the current crisis was much deeper and wider than the previous ones. In addition, Victorinox made its first substantial acquisitions in the past few years and was still in the integration phase. In this regard, Elsener was also wondering whether and how the culture of Victorinox should change in the new context and how could it be transplanted to those acquired businesses.
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