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Longchamp
Avery, Jill; Junker, Tonia; Beyersdorfer, DanielaCase HBS-316086-EMarketingLongchamp's Le Pliage is one of the fashion world's most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goodStarting at €8.20
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Longchamp (Spanish version)
Avery, Jill; Junker, Tonia; Beyersdorfer, DanielaCase HBS-317S06MarketingLongchamp's Le Pliage is one of the fashion world's most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much should Longchamp focus on Le Pliage versus its leather handbags? How should the subbrand be distributed, merchandised, priced, and promoted? How does Le Pliage both contribute to and ...Starting at €8.20
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Preserve the Luxury or Extend the Brand (HBR Case Study)
Beyersdorfer, Daniela; Dessain, VincentArticle HBS-R1101X-EMarketingMany luxury brands are able to command high prices because of their excellent quality, solid reputation, and limited availability. But it can be tricky both to maintain that cachet and continue to grow if the next generation of consumers is completely priced out of your market. Fictional winemaker Chateau de Vallois, a traditional estate with centuries of experience in producing luxury wines, faces that dilemma and is now considering whether to l...Starting at €8.20
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The Louvre
Deshpande, Rohit; Vulliermet, Francois-Lucien; Beyersdorfer, DanielaCase HBS-519045-EMarketingOnce a royal residence and today one of the most photographed Parisian landmarks, the Louvre, home of iconic masterpieces, was the world's largest and most visited museum in 2017. Its President Director Jean-Luc Martinez had since 2013 spearheaded its development and launched large-scale renovation projects with the sole objective to better welcome all visitors, be they French or international, art connoisseurs or tourists, of all ages and backgr...Starting at €8.20
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Preserve the Luxury or Extend the Brand (Commentary for HBR Case Study)
Beyersdorfer, Daniela; Dessain, VincentArticle HBS-R1101Z-EMarketingMany luxury brands are able to command high prices because of their excellent quality, solid reputation, and limited availability. But it can be tricky both to maintain that cachet and continue to grow if the next generation of consumers is completely priced out of your market. Fictional winemaker Chateau de Vallois, a traditional estate with centuries of experience in producing luxury wines, faces that dilemma and is now considering whether to l...Starting at €8.20
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Preserve the Luxury or Extend the Brand (HBR Case Study and Commentary) (Spanish version)
Beyersdorfer, Daniela; Dessain, VincentArticle HBS-R1101RMarketingcase study-only, reprint R1101X, and commentary-only, reprint R1101Z.Starting at €8.20
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Danone: Changing the Food System
Bell, David E.; Gabrieli, Federica; Beyersdorfer, DanielaCase HBS-520053-EMarketingEmmanuel Faber, Chairman and CEO of the food and beverage company Danone, believed that humankind had only ten years to bend the curve on climate change and restore the biodiversity that the global food and agricultural ecosystem was critically dependent on. Upon becoming CEO in 2014, he had built on Danone's long history of CSR-engagement to give a boost to the company's mission to bring health through food to as many people as possible. In Sept...Starting at €8.20
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VOSS Artesian Water from Norway
Moon, Youngme; McGovern, Gail; Dessain, Vincent; Beyersdorfer, DanielaCase HBS-509040-EMarketingVOSS is a Norwegian bottled water company that produces one of the world's purest drinking waters, sold at an ultra-premium price in a sleek cylindrical glass bottle of minimalist design. In the U.S. (the company's primary market), VOSS' high-end brand presence is strongest in on-premise locations -specifically, top-of-the-line restaurants, hotels, and clubs. The brand has only recently begun penetrating the off-premise channel. In June 2007, Ole...Starting at €8.20
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Preserve the Luxury or Extend the Brand? (HBR Case Study and Commentary)
Beyersdorfer, Daniela; Dessain, VincentArticle HBS-R1101R-EMarketingMany luxury brands are able to command high prices because of their excellent quality, solid reputation, and limited availability. But it can be tricky both to maintain that cachet and continue to grow if the next generation of consumers is completely priced out of your market. Fictional winemaker Chateau de Vallois, a traditional estate with centuries of experience in producing luxury wines, faces that dilemma and is now considering whether to l...Starting at €8.20