INSEAD the business school for the world

Case Studies by David Dubois3

12 case studies

by Publication Date
published: 26 Mar 2018

  • Topic: Marketing
  • Industry: Wholesale-Beer, Wine & Distilled Alcoholic Beverages
  • Region: Europe

Show details ...

Abstract:
The case goes back in time to the ‘golden age’ of Absolut when contemporary artists like Andy Warhol and Keith Haring painted the unusual bottle to the amazement of the global arts community. The nearly accidental collaboration with artists in the glorious years turned the brand into a must-have aspirational drink to be consumed at chic bars and art fairs. Based on the vivid recollections of Vadim Grigorian (INSEAD MBA ‘00J), the case uncovers the awakening of new paradigm, the brand as acultural agent of contemporary art in consumer society. In his retelling of these events, hitherto unknown, the marketing executive recaptures the essence of Absolut during its hey day from the mid-1980s to 2011 in an exquisitely told and unusual account of cultural engagement.

Pedagogical Objectives:
The case can be used by instructors teaching specialized courses in marketing and communication, and marketing research. By focusing on the engagement of Absolut with contemporary art and culture, the case prompts discussion of the role of brands as cultural agents. It draws students into a discovery process, tracing the relationship that Absolut, acquired by the global drinks conglomerate Pernod-Ricard in 2008, developed with young artists, fashion photographers, musicians, and even designers of art bars and cocktail recipes. It can start a conversation about the future of cultural engagement strategies that many brands have embarked on, for example, when a brand needs to move on from a wildly successful personality to a more nuanced image that appeals to a broader customer base. The short case is a page-turner that will satisfy a broad range of intellectual interests.

Keywords:
Absolut, Keith Haring, Vadim Grigorian, Documenta, Venice Biennale, Michel Roux, Spirits, Andy Warhol, Pernod-Ricard, Arts and Culture, Tbwa, Grey Goose, Grey Goose, Bottle

Show details ...

Abstract:
The case focuses on AccorHotels’ ambitious digital transformation, aiming to put the customer back at the center of its strategy and operations. Responding to a powerful wave of digital disruptions in the hospitality ecosystem, from the emergence of review websites, online travel agents and active forums to the rise of new competitors such as Airbnb, the transformation entailed: (1) designing and implementing an innovative content marketing strategy (including online content creation or co-creation, curation and dissemination) (2) incorporating e-reputation as a core business objective, and (3) creating and/or adapting organizational structures – from management to operations – to support this new dynamic and maximize value creation. The case starts in Fall 2015, when Olivier Arnoux, SVP Customer Satisfaction at AccorHotels, and his team, are asked to devise an ambitious plan to address the new challenges facing major players in the hotel industry brought about by digital disruptions. It follows the decision-making process step by step, from (1) understanding the nature and impact of online content in the customer journey, to (2) building a strategic plan to integrate online insights into AccorHotels’ core business objectives (in particular the importance of e-reputation), (3) redefining where and how value is created, and creating incentive structures aligned with the new objectives. Participants have multiple opportunities to put themselves in the shoes of the protagonists so as to understand the logic behind the decisions taken. What is novel is the systematic articulation of how digital and social media impact the customer journey, as well as the integration of online content into marketing strategy (i.e., content marketing) and organizational design (i.e., team structure, incentive system), underlining how embracing the digital revolution entails breaking traditional silos between functions such as marketing, strategy, finance and human resources. Detailed information on the consumer, the ecosystem, the firm, marketing and financial indicators is provided. Teaching notes and accompanying PowerPoint presentations suggest appropriate classroom exercises and include supplemental material and databases for group exercises. Videos provide insight on what drove the digital transformation and vividly illustrate its implementation and initial impressive results. They include interviews with Emilie Couton (Vice President Digital Marketing Asia Pacific), a video-recorded session of Olivier Arnoux on the digital transformation at AccorHotels, as well as examples of content created or co-created by AccorHotels.
Please visit the dedicated case website to access supplementary material.

Pedagogical Objectives:
This case offers a forum to discuss what it means for a company to engage its digital transformation in order to foster customer-centricity. A discussion of the nature and role of online content in shifting consumer behavior in the hoteling industry serves as a basis to explore how companies can create value at different points of the customer journey and what these steps entail. The case also touches on a variety of important strategic, organizational and operational decisions that the company must undertake to fully leverage online content and can be used to address the following broad questions (Specific questions are available in the teaching note): 1) How does online content stemming from digital and social media create value in the hoteling industry? 2) How can a company actively manage online content and implement a content strategy? and 3) What aspects of its organizational design a company need to remodel in order to maximize value creation through digital and social media. Read a related Knowledge article "Lessons in Digital Transformation from the Hotel Industry" by David Dubois.

Keywords:
Digital Transformation, Content Marketing, Customer Centricity, Hoteling & Tourism, Social Media Marketing, Customer Journey, Consumer Experiences, Digital Disruptions E-Reputation, Reputation Management, Accorhotels Booking Airbnb, Tripadvisor, Online Reviews, Social Media Listening, Digital Organizational Integration, Corporate Governance, Value Creation, Strategy and Implementation

Related:

published: 25 Apr 2017

Show details ...

Abstract:
The case investigates the role of creative directors in the luxury fashion industry. When in October 2015 Raf Simons quit Christian Dior, industry observers wondered why anyone would voluntarily walk away from such an esteemed fashion house, and who would replace him. Beneath the glamorous veneer, the luxury and fashion industry puts tremendous stress on creative directors. Some crack up (John Galliano), other commit suicide (Alexander McQueen), and many launch proprietary labels.!
Please visit the dedicated case website.

Pedagogical Objectives:
After reading and analysing the case, students will be able to
(i) evaluate the role played by creative directors in a luxury fashion house;
(ii) understand the economics of the business and how haute couture drives profitability down and across associated business lines such as ready-to-wear and accessories;
(iii) learn about the growing influence of fast fashion and e-commerce on the fashion calendar that creative directors are expected to live.

Keywords:
Raf Simons, John Galliano, Bernard Arnault, Alexander Mcqueen, Christian Dior, Haute Couture, Creative Director, Luxury Fashion

Related:

published: 29 Mar 2017

  • Topic: Leadership & Organisations
  • Industry: Fashion
  • Region: Asia

Show details ...

Abstract:
Shang Xia is a story of a female entrepreneur whose goal is to open the Chinese luxury-goods market to products proudly made in China. It is the story of a young Chinese designer named Jiang Qiong Er who was convinced that the craft of making luxury goods, which had been deeply rooted in ancient Chinese culture, could be revived by Chinese artisans working to her modern designs. By the sheer force of her convictions, the seasoned CEO of Hermès was won over to her business plan. The story starts in 2007, when Shang Xia was first born in a small workshop in Shanghai, and continues to the present day when the brand is expanding its footprint in other cities in China and the surrounding region. Although Shang Xia has not yet turned a profit since it opened its first boutique in Shanghai in 2010, Hermès is patiently convinced that the value proposition is sound and continues to own a 90% stake in the company.

Pedagogical Objectives:
Shang Xia offers students an exciting opportunity to participate in a brand strategy that is challenging perceptions in the fast-growing personal luxury goods sector in China. The case is designed to encourage students to think about the role that country of origin plays in building brand awareness. While luxury goods are most often associated with Western brands, the case challenges students to dig deeper into leadership as a force for change. Benefiting from her education at a well-known Parisian fashion school, Jiang Qiong Er has developed a vision of reverse innovation that is unlike that of any of her contemporaries. In addition to the important role that leadership plays, students will examine the retail strategy of Shang Xia as it expands from an unknown player on the streets of Shanghai already crowded with established retail networks. As Shang Xia opens new retail spaces on the mainland and in nearby cities off mainland, students can consider in real time whether the founder’s limited resources are being best allocated to build market share. Students who are interested in the personal luxury goods sector in China will find this to be an exceptional case putting them in the shoes of an entrepreneur who shows an incredible appetite for innovation.

Keywords:
Shang Xia, Hermès International, Chinese Luxury Goods, Luxury Goods, Lacquer Silk, Zitan Wood, Guimet Museum, Style, Jiang Qiong Er, Patrick Thomas, Axel Dumas, Guillaume Brochard, Bamboo Teaware, Cashmere Felt

published: 30 Jan 2017

Show details ...

Abstract:
Paris-based S.T.Dupont is engaged in the manufacture, marketing and sale of luxury goods for men and women, including lighters, pens, jewelry, leather goods, eyewear, watches, belts, fragrances and casual and formal attire. Founded in 1872 by an entrepreneurial French photographer and carriage-maker, the company began making luxury leather luggage for wealthy aristocrats. It was owned and managed by the same family until the 1970s, when it was sold to the American multinational Gillette. A decade later, it was sold to Hong Kong conglomerate Dickson Concepts. Having largely lost its brand identity, S.T.Dupont languished until 2006, when a new management team based in Paris successfully turned the company around with a unique branding and marketing strategy.
Please visit the dedicated case website to access supplementary material.

Pedagogical Objectives:
The case teaches the critical role of brand management in the context of S.T.Dupont, a French luxury brand that was successfully revived by CEO Alain Crevet and his team. Faced with a daunting task on his arrival in 2006 – the company was hemorrhaging money, customers had lost sight of the brand personality, and its craftsmen were no longer producing innovative products – the case outlines Crevet’s journey to resurrect the firm from near bankruptcy. Students are invited to take a holistic view of branding: how a brand can be consistent during a turnaround, why it is essential to identify the key brand pillars across all channels, how to tap into a brand’s heritage and identity. The case offers experiential learning – from the mistakes of the past – as well as branding solutions for the future. Designed for marketing students, it can also be used in luxury management, strategy management and organizational behavior courses.

Keywords:
S.t. Dupont, Handbags, Pens, Cigar Accessories, Brand Equity, Brand Positioning, Brand Strategy, Lighters, Jewellery, Tissot-Dupont, Cricket, Alain Crevet, Brand Identity, Luxury Goods

published: 15 Dec 2016

  • Topic: Leadership & Organisations
  • Industry: Fashion
  • Region: Europe

Show details ...

Abstract:
WGSN is the world’s largest fashion trend forecasting agency, supplying services to 95% of the Fortune 500 fashion brands. The case examines the global strategy of WGSN, which strives to enrich its robust online platform while adding more physical presence in the markets where it is growing, particularly in North America and Asia. The case examines the role of style in fashion by focusing of the content it provides to fashion designers, buyers, merchandizers and executives. The flagship market for WGSN, the fashion industry, is divided into 14 product categories each of which require a high level of expertise on the part of the firm’s trend analysts. WGSN covers all aspects of the fashion calendar from the collections to the catwalks, from ads to in-store displays. Clients use WGSN’s curated platform to design, buy and price products in line with market trends. The case also examines a gap in WGSN’s global presence, the French market, where local competitors defend their market share with a combination of trend books and online data. A pure player like WGSN faces strong headwinds in this key location.

Pedagogical Objectives:
The case is designed to encourage students to think about the role of style in fashion. Trend forecasting agencies play an increasingly important role for global apparel companies like Inditex (Zara), Nike, Under Armour and many more. Students will examine the users of trend forecasting agencies, including fashion designers, buyer and merchandisers. Creative directors also rely on trend forecasting agencies to shape their strategic choices. With the arrival of big data and quantitative approaches that can better predict trends in the fast-fashion industry, students interested in fashion will find the case a refreshing look at an industry that has grown very quickly.

Keywords:
Wgsn, Trend Books, Trend Forecasting, Fashion House, Catwalks, Collections, Fashion Buyers, Style, Peclers Paris, Lifestyles, Fashion Agencies, Nellyrodi, Fashion Designers, Merchandiser

published: 26 Aug 2016

Show details ...

Abstract:
Read a related Knowledge article "Lessons in Digital Transformation from the Hotel Industry" by David Dubois.

The case focuses on AccorHotels’ ambitious digital transformation, aiming to put the customer back at the center of its strategy and operations. Responding to a powerful wave of digital disruptions in the hospitality ecosystem, from the emergence of review websites, online travel agents and active forums to the rise of new competitors such as Airbnb, the transformation entailed: (1) designing and implementing an innovative content marketing strategy (including online content creation or co-creation, curation and dissemination) (2) incorporating e-reputation as a core business objective, and (3) creating and/or adapting organizational structures – from management to operations – to support this new dynamic and maximize value creation.
The case starts in Fall 2015, when Olivier Arnoux, SVP Customer Satisfaction at AccorHotels, and his team, are asked to devise an ambitious plan to address the new challenges facing major players in the hotel industry brought about by digital disruptions. It follows the decision-making process step by step, from (1) understanding the nature and impact of online content in the customer journey, to (2) building a strategic plan to integrate online insights into AccorHotels’ core business objectives (in particular the importance of e-reputation), (3) redefining where and how value is created, and creating incentive structures aligned with the new objectives. Participants have multiple opportunities to put themselves in the shoes of the protagonists so as to understand the logic behind the decisions taken.
What is novel is the systematic articulation of how digital and social media impact the customer journey, as well as the integration of online content into marketing strategy (i.e., content marketing) and organizational design (i.e., team structure, incentive system), underlining how embracing the digital revolution entails breaking traditional silos between functions such as marketing, strategy, finance and human resources.
Detailed information on the consumer, the ecosystem, the firm, marketing and financial indicators is provided. Teaching notes and accompanying PowerPoint presentations suggest appropriate classroom exercises and include supplemental material and databases for group exercises. Videos provide insight on what drove the digital transformation and vividly illustrate its implementation and initial impressive results. They include interviews with Emilie Couton (Vice President Digital Marketing Asia Pacific), a video-recorded session of Olivier Arnoux on the digital transformation at AccorHotels, as well as examples of content created or co-created by AccorHotels.
Please visit the dedicated case website to access supplementary material.

Pedagogical Objectives:
This case offers a forum to discuss what it means for a company to engage its digital transformation in order to foster customer-centricity. A discussion of the nature and role of online content in shifting consumer behavior in the hoteling industry serves as a basis to explore how companies can create value at different points of the customer journey and what these steps entail. The case also touches on a variety of important strategic, organizational and operational decisions that the company must undertake to fully leverage online content and can be used to address the following broad questions (Specific questions are available in the teaching note): 1) How does online content stemming from digital and social media create value in the hoteling industry? 2) How can a company actively manage online content and implement a content strategy? and 3) What aspects of its organizational design a company need to remodel in order to maximize value creation through digital and social media.

Keywords:
Digital Transformation, Content Marketing, Customer Centricity, Hoteling & Tourism, Social Media Marketing, Customer Journey, Consumer Experiences, Digital Disruptions e-Reputation, Reputation Management, Accorhotels Booking Airbnb, Tripadvisor, Online Reviews, Social Media Listening, Digital Organizational Integration, Corporate Governance, Value Creation, Strategy and Implementation

Prizes won:
- 2018 Case Awards Winner, Marketing Category, Case Centre
- 2017 Case Centre Best-selling Case in Marketing
- 2017 AFM-CCMP Award for the Best case study in Marketing, Finalist

Related:

published: 22 Jul 2016

Show details ...

Abstract:
The case investigates the role of creative directors in the luxury fashion industry. When in October 2015 Raf Simons quit Christian Dior, industry observers wondered why anyone would voluntarily walk away from such an esteemed fashion house, and who would replace him. Beneath the glamorous veneer, the luxury and fashion industry puts tremendous stress on creative directors. Some crack up (John Galliano), other commit suicide (Alexander McQueen), and many launch proprietary labels.
Please visit the dedicated case website

Pedagogical Objectives:
After reading and analysing the case, students will be able to (i) evaluate the role played by creative directors in a luxury fashion house; (ii) understand the economics of the business and how haute couture drives profitability down and across associated business lines such as ready-to-wear and accessories; (iii) learn about the growing influence of fast fashion and e-commerce on the fashion calendar that creative directors are expected to live

Keywords:
Raf Simons, John Galliano, Bernard Arnault, Alexander Mcqueen, Christian Dior, Haute Couture, Creative Director, Luxury Fashion

Related:

published: 30 Jun 2016

Show details ...

Abstract:
The case illustrates an innovative integrated marketing campaign by Nokia to promote its new phone, the N8. In early January 2010, Stuart Wells, Integrated Global Campaign Lead at Nokia, initiated and supervised the execution of an ambitious integrated marketing campaign. The case follows the decision-making process step-by-step, with particular attention to the use of digital channels in the launch strategy and social media measurement and ROI.
Please visit the dedicated case website to access additional teaching material such as videos and slides.

Pedagogical Objectives:
The case can achieve the following objectives individually or in combination: • To explore how Nokia leveraged partnerships with major brands such as Burton and events such as the European Snowboarding Open to launch and further develop the N8 • To discuss what factors should be considered when choosing a community for a targeted social media campaign to launch a product • To focus on how Nokia launched and promoted its new product by implementing a community- and advocacy-based approach • To understand how to evaluate a social media campaign

Keywords:
Social Media, Integrated Marketing, Social Media Roi, Digital Strategy, Strategic Marketing, Digital Campaign, Global Marketing, Awareness Campaign, European Competitivenes, Europe

Related:

published: 03 Dec 2015

Show details ...

Abstract:
The case focuses on an innovative social media strategy by L'Oréal Paris to "listen" to consumers, then develop a product to meet consumer needs and market it. First, the company partnered with Google to track emerging styles and determine which (if any) would endure. Then it leveraged social media when deciding how to position, name and launch the product.
Please visit the dedicated case website to access video interviews and other support material.

Pedagogical Objectives:
The following objectives can be pursued individually or in combination: 1) How to harness social media buzz to uncover a consumer need 2) How social media fosters market learning; Google and YouTube's role in identifying trends 3) How to identify fads versus enduring trends 4) New Product Development using social media 5) Marketing implementation

Keywords:
Social Media, Listening Strategy, New Product Development, Consumer Trends, Strategic Marketing, Online Trends, Google, Youtube, Big Data, Advocacy Marketing, Social Media Strategy, Marketing Research, Fashion Trends, Community Strategy, Search Engine, Social Media Listening, Marketing Strategy, New Technologies, Community Marketing

Related:

by Publication Date


Share