caseism

Mauboussin Japan: French Gem in Asia Case Solution & Answer

As traders like to teach students, differentiation should be the focal point of the marketing strategy. But what happens when the competition from a new set is shared by similar customers, differentiation between low perceived rivals, and loyalty is a thing of the past? This was the dilemma that the French luxury jeweler Mauboussin face: how to leverage its iconic brand to reach new customers both at home and abroad, through new channels, while preserving the image of luxury goods based on the myth of scarcity and exclusivity? The case was designed and used for the last part of a course on international marketing and MBA that work well in most courses in international affairs.
by
Thierry DELECOLLE,
Ronald G. Kamin,
Beatrice Parguel,
Gerry Yemen
Source: Darden School of Business
18 pages.
Release: Aug 13, 2013. Prod #: UV6732-PDF-ENG
Mauboussin Japan: A French gem in solving cases in Asia

Share This

LOOK FOR A FREE CASE STUDY SOLUTION

JUST REGISTER NOW AND GET 50% OFF ON EACH CASE STUDY