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- January 2015 (Revised December 2015)
- Case
Mauboussin
By: Anat Keinan, Sandrine Crener and Audrey Azoulay
Mauboussin is a French jewelry brand founded in 1827 in Paris. In the 1920s, the company earned a huge notoriety for capturing the aesthetic and emotional dimension of the Art Deco movement in its design and gained a worldwide reputation for innovation and expertise in...
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Keywords:
Luxury;
Luxury Brand;
Luxury Goods;
Jewelry;
Jewels;
Retail;
Brand Repositioning;
Brand Rejuventation;
Brand Positioning;
New Market Development;
Entry In The US Market;
American Jewelry Market;
Global Brands;
Growth Strategy;
Mauboussin;
Entrepreneurship;
Failure;
International Marketing;
Organizational Change and Adaptation;
Wealth;
Marketing Strategy;
Expansion;
Brands and Branding;
Apparel and Accessories Industry;
France
Keinan, Anat, Sandrine Crener, and Audrey Azoulay. "Mauboussin." Harvard Business School Case 515-076, January 2015. (Revised December 2015.)