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dc.contributor.authorDelecolle, Thierry*
hal.structure.identifier
dc.contributor.authorKamin, Ronald*
hal.structure.identifier
dc.contributor.authorParguel, Béatrice
HAL ID: 11155
ORCID: 0000-0002-2329-6137
*
hal.structure.identifier
dc.contributor.authorYemen, Gerry*
dc.date.accessioned2014-02-26T13:53:00Z
dc.date.available2014-02-26T13:53:00Z
dc.date.issued2013-08
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/12759
dc.descriptionÉtude de cas / Business Caseen
dc.language.isoenen
dc.subjectbrand in a mature industryen
dc.subjectglobal expansionen
dc.subjectmarketing strategiesen
dc.subjectchanging revenue streamsen
dc.subject4Psen
dc.subjectmarketing mixen
dc.subjectbuilding a global branden
dc.subject.ddc658.8en
dc.subject.classificationjelL21en
dc.subject.classificationjelL81en
dc.subject.classificationjelM31en
dc.titleMauboussin Japan: A French Gem in Asiaen
dc.typeOuvrage
dc.description.abstractenAs 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.en
dc.publisher.nameDarden Business Publishingen
dc.publisher.cityCharlottesville, VAen
dc.identifier.citationpages18 p.en
dc.relation.ispartofseriestitleDarden Business Publishing Case Collection, suppl.en
dc.relation.ispartofseriesnumberM-0853en
dc.subject.ddclabelMarketingen
dc.identifier.citationdate2013-08
dc.relation.forthcomingnonen
dc.relation.forthcomingprintnonen
dc.description.submittednonen
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