TY  - JOUR
AB  - As 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.
VL  - 
IS  - 
SN  - 2474-7890
DO  - 10.1108/case.darden.2016.000190
UR  - https://doi.org/10.1108/case.darden.2016.000190
AU  - Delecolle Thierry
AU  - Kamin Ronald G.
AU  - Parguel Beatrice
AU  - Yemen Gerry
PY  - 2017
Y1  - 2017/01/01
TI  - Mauboussin Japan: A French Gem in Asia
T2  - Darden Business Publishing Cases
PB  - University of Virginia Darden School Foundation
SP  - 1
EP  - 18
Y2  - 2024/04/19
ER  -