Mauboussin Japan: A French Gem in Asia
Delecolle, Thierry; Kamin, Ronald; Parguel, Béatrice; Yemen, Gerry (2013-08), Mauboussin Japan: A French Gem in Asia, Darden Business Publishing : Charlottesville, VA, p. 18 p.
Darden Business Publishing
Series titleDarden Business Publishing Case Collection, suppl.
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Abstract (EN)As marketers love to teach students, differentiation must be the focal point of marketing strategy. But what happens when a firm's competitive set is shared by similar customers, perceived differentiation is weak among rivals, and loyalty is a thing of the past? This was the dilemma the French luxury jeweler Mauboussin faced: how to leverage its iconic brand to access new customers, domestically and abroad, and through new channels, while preserving the image of luxury goods founded on the myth of rarity and exclusivity? The case was designed and used for the latter portion of an international MBA marketing course and would work well in most international business courses.
Subjects / Keywordsbrand in a mature industry; global expansion; marketing strategies; changing revenue streams; 4Ps; marketing mix; building a global brand
Showing items related by title and author.
L’adoption d’un marketing de masse dans le secteur du luxe : Quand Mauboussin affiche ses prix en 4 par 3 dans le métro Delécolle, Thierry; Parguel, Béatrice (2010) Article accepté pour publication ou publié