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November 1993
Case

Mercedes-Benz

After many years as a German luxury car producer, Mercedes-Benz announced two major strategy shifts in 1992, toward a full line of automotive products and toward a globally diverse set of plans and activities. As part of this shift, Mercedes planned to build a major... View Details

Keywords: Business or Company Management; Expansion; Global Strategy; Manufacturing Industry; Auto Industry; Germany; Alabama

August 2019 (Revised August 2020)
Case

Magrabi: Fulfilling the Vision for the Future

By: John Beshears, Alpana Thapar and Boris Tsimerinov

In 2018, Magrabi was the leading retailer of eyeglasses, sunglasses, and other optical products in the Middle East, and it was embarking on a major shift in strategy, transitioning from a brand focused on clinical expertise to a brand that combined technical excellence... View Details

Keywords: Brands and Branding; Transition; Luxury; Sales; Service Delivery; Strategy; Employees; Recruitment; Consumer Products Industry; Retail Industry; Middle East

March 2024
Case

Expanding the Bicester Collection to New York

By: Boris Vallee, Kirby Brand, Kristina Brown, Julie McCrimlisk, Chloe Sztabnik and Arthur Segel

Secretariat, if anyone remembers, won the triple crown at the Belmont Race Track on Long Island, located at the nexus of La Guardia, JFK Airports, the Long Island Railroad and multiple major highways. Belmont Race Track is now being rebuilt along with an adjacent UBS... View Details

Keywords: Consumer Behavior; Urban Development; Brands and Branding; Entertainment and Recreation Industry; Sports Industry; Retail Industry; New York (state, US)

September 2024
Case

Faena: Magic in Mid-Miami Beach

By: Robin Greenwood, Denise Han, Dave Habeeb and Ruth Page

The link to this multimedia case should be provided to students in advance as preparation for classroom case discussion.

This multimedia case follows real estate developer Alan Faena as he expanded his luxury development business from Argentina to the... View Details

October 2011
Case

Raleigh & Rosse: Measures to Motivate Exceptional Service

By: Robert Simons and Michael Mahoney

In January 2010, U.S. luxury goods retailer Raleigh & Rosse is being sued by its employees for encouraging "off the clock" hours. At the center of the class action lawsuit is the famous Raleigh & Rosse performance measurement system previously thought to be the core of... View Details

Keywords: Control Systems; Performance Measurement; Goal Setting; Compensation; Incentives; Motivation; Sales Compensation; Motivation and Incentives; Goals and Objectives; Growth Management; Lawsuits and Litigation; Organizational Culture; Management Systems; Customer Focus and Relationships; Employees; Performance Evaluation; Compensation and Benefits; Retail Industry; United States

June 2017
Case

Magellan Boatworks

By: John A. Quelch and James T. Kindley

Magellan Boatworks is a midsize manufacturer of customized, power "cruising yachts." In the face of economic and political uncertainty in late 2016, Magellan's VP of sales and marketing, Walt Robinson, wonders whether he should request a budget increase for 2017.... View Details

Keywords: Marketing; Marketing Communications; Advertising; Strategy; Salesforce Management

February 2020 (Revised April 2021)
Case

StockX: The Stock Market of Things

By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley

Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust... View Details

July 2013 (Revised October 2014)
Case

Value Retail: Opportunities for European Expansion

By: Arthur I Segel

Scott Malkin, CEO of Value Retail, a developer and operator of European outlet villages serving luxury brands, is planning on developing a 18,503 m2 open-air outlet village to be built 98 kilometers south of Milan on land he was about to acquire for 7.26 million lira.... View Details

Keywords: Acquisition; Investment; Risk and Uncertainty; Expansion; Retail Industry; Milan

May 2017
Case

Fresh to Table

By: Gautam Mukunda and Brooks C. Holtom

After the contentious firing of an office manager, the leadership at Fresh to Table, a software-as-a-service provider for luxury hotels and restaurants, make an unpleasant discovery. While reviewing the office manager's internal electronic communications, company... View Details

Keywords: Behavior; Resignation and Termination; Organizational Culture; Values and Beliefs; Leadership

November 1990 (Revised January 2008)
Case

Regency Plaza

By: William J. Poorvu and Richard E Crum

Designed to examine the process of project management during the development cycle of a luxury condominium building, exploring the issue of how the design, development strategy, project organization, and project personnel are interrelated. More specifically, looks at... View Details

Keywords: Buildings and Facilities; Design; Construction; Housing; Management Practices and Processes; Projects; Luxury; Real Estate Industry

December 2018 (Revised December 2019)
Case

Commonwealth Joe Coffee Roasters

By: Alexander MacKay and Ramon Casadesus-Masanell

At the end of 2016, the leadership team of Commonwealth Joe Coffee Roasters—Robert Peck, Chase Damiano, and Jeremy Martin—had begun an ambitious retail expansion strategy in the Washington, D.C. metropolitan area for their specialty coffee business. That October, they... View Details

Keywords: Cold Brew Coffee; Specialty Coffee; On-premise Coffee Market; Retail Expansion Strategy; Entrepreneurship; Business Model; Brands and Branding; Expansion; Strategy; Decision Making; Food and Beverage Industry; Retail Industry

July 2003 (Revised December 2003)
Case

Mitchells/Richards

By: Amy C. Edmondson and Corey B. Hajim

Describes a small, luxury retail chain's operational sophistication achieved through the use of technology and high-touch customer service. A family-run business, Mitchells has built its success with a customer service strategy know internally as "hugging." The term is... View Details

Keywords: Information Technology; Expansion; Family Business; Attitudes; Organizational Culture; Luxury; Customer Focus and Relationships; Retail Industry

July 2002 (Revised July 2008)
Case

Value Retail

By: Arthur I Segel and Ani M Vartanian

Scott Malkin, CEO of Value Retail, a developer and operator of European outlet villages serving luxury brands, is planning on developing a 18,503 m2 open-air outlet village to be built 98 kilometers south of Milan on land he was about to acquire for 7.26 million lira.... View Details

Keywords: Acquisition; Investment; Risk and Uncertainty; Expansion; Retail Industry; Milan

02 Sep 2008
Research & Ideas

Indulgence vs. Regret: Investing in Future Memories

to convince consumers to buy luxury goods." The Swiss watchmaker Patek Philippe promotes the idea that its products can be handed down from one generation to the next, for example. With such a limitless time frame for enjoyment, and... View Details

Keywords: by Julia Hanna

September 2018 (Revised November 2018)
Case

An Innovative Anti-bribery Commitment?

By: Eugene Soltes

Reebonz, an online luxury goods platform based in Singapore that operates across the Asia-Pacific region, offers its investors the opportunity to redeem shares if either the firm or its founder are investigated by the U.S. or U.K governments with regard to complying... View Details

Keywords: Foreign Corrupt Practices Act; United Kingdom Bribery Act; Law; Leadership; Moral Sensibility; Financial Services Industry; Technology Industry; United States; United Kingdom; Asia

2018
Working Paper

Ethical Hedonism? How Consumers' Prosocial Behavior Varies Along the Utilitarian-Hedonic Product Spectrum: Evidence from a Survey Experiment

By: Kristin Sippl

The marketing literature classifies products along a spectrum from utilitarian (e.g. rice) to hedonic (e.g. cannabis), and additionally using terms such as “luxury” and “illicit.” Research in business ethics has proposed a counter-intuitive mismatch between ethics and... View Details

Keywords: Ethics; Luxury; Consumer Behavior; Environmental Sustainability

October 2006 (Revised August 2007)
Case

Marketing Chateau Margaux

By: John A. Deighton, Leyland Pitt, Vincent Marie Dessain, Daniela Beyersdorfer and Anders Sjoman

Chateau Margaux, luxury brand or connoisseur brand? Although France is awash with unsold wine, demand has never been stronger for the very finest Bordeaux. How should Margaux sustain and grow its business? The Chateau management team is wondering if it can take more... View Details

Keywords: Price; Growth and Development Strategy; Brands and Branding; Distribution; Luxury; Food and Beverage Industry; France

Research Summary

Simultaneous Distinction, Democratization and Omnivorism Effects: A Longitudinal Analysis of Dynamic Symbolic Boundaries in Counterfeit Consumption Networks

Sociologists have long examined the interactive relationship between social structure, taste and power. This literature has overwhelmingly fallen into three, ostensibly competing, theoretical “camps”: Distinction, where high-status consumers use... View Details

November 2004 (Revised September 2007)
Case

The Mitchell Family and Mitchells/Richards

By: Amy C. Edmondson, John A. Davis, Corey B. Hajim and Kelly Mulderry

Describes a small, luxury retail chain's operational sophistication achieved through the use of technology and "high-touch" customer service. A family-run business, Mitchells has built its success with a customer service strategy known internally as "hugging." The term... View Details

Keywords: Family Business; Customer Relationship Management; Knowledge Management; Service Delivery; Organizational Culture; Expansion; Information Technology; Retail Industry

July 2023
Case

Crocs: Using Community-Centric Marketing to Make Ugly Iconic

By: Ayelet Israeli and Anne V. Wilson

In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details

Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Apparel and Accessories Industry; United States

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