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Mauboussin Japon : Un joyau français en Asie

Author

Listed:
  • Thierry Delecolle

    (laboratoire de l'ISC - ISC Paris - Institut Supérieur du Commerce de Paris)

  • Ronald Kamin

    (laboratoire de l'ISC - ISC Paris - Institut Supérieur du Commerce de Paris)

  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Gerry Yemen

Abstract

La différenciation est de manière courante le mantra de la stratégie marketing. Mais comment l'entreprise réagit-elle lorsque la segmentation de son périmètre de marché devient un ensemble flou, que la différenciation de ses produits et de sa marque perd de son attrait ; enfin, que la fréquence d'achat et la fidélité du consommateur appartiennent au passé ? Telle est la situation à laquelle le joailler de luxe de la place Vendôme se trouve confronté. Pourquoi et comment Mauboussin doit-il et peut-il tirer parti de sa marque emblématique pour accéder à de nouveaux clients, en France et à l'étranger, à travers de nouveaux canaux, tout en préservant l'image de ses produits de luxe, fondée sur le mythe de la rareté et de l'exclusivité ?

Suggested Citation

  • Thierry Delecolle & Ronald Kamin & Béatrice Parguel & Gerry Yemen, 2014. "Mauboussin Japon : Un joyau français en Asie," Post-Print hal-01418694, HAL.
    • Handle: RePEc:hal:journl:hal-01418694
    as

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