2. 77 Avenue des Champs Elysées
Ingrid Nappi-Choulet Main features
ESSEC Business School, 2008
cross-disciplinary case
English & French Multimedia CD-ROM/online version Real Estate
Instructor CD-ROM + 8 instructor videos Europe
Paris
IN BRIEF
This case study places students in the position of a property asset manager who must
analyse the Paris commercial property market of 2002 and make a decision on whether
or not to sell a property on the Champs-Elysees. In studying the case, students will
discover Grosvenor, one of the largest UK-based real estate investors and developers in
Europe and worldwide. They will also learn how to analyse property markets and manage
a cash flow analysis. Students have to decide if this is the best time to sell the property.
This case contains 15 minutes of video: 4 interviews with Grosvenor's members
(managing director, head of asset management, and financial planning manager).
Photos, graphs and figures illustrate the short texts and make the case user friendly. The
instructor version includes a detailed teaching manual with a PowerPoint presentation
and corrections of Excel sheets.
TOPICS
Real estate; Paris; France; Office market; Retail market; Property market; Cash flow
analysis; Commercial property market; Valuation
Adidas and the renewal of the football shoes
Thierry Lardinoit, Emmanuelle Le Nagard, V. Montalescot
ESSEC Business School, 2007 Main features
English Multimedia CD-ROM/online version Sport industry
Instructor CD-ROM + videos Marketing plan
Europe
IN BRIEF
This multimedia case study puts students in the shoes of the marketing manager of the
football division of adidas, at the end of 2002. He has to prepare an important meeting at
the headquarters of adidas in Germany, in order to prepare the strategic marketing plan
for the next few years. In the first part of the case, students will have to start by
convincing the different marketing managers of adidas to allocate more money for the
football division and will then have to determine the best strategy for adidas in terms of
core target and brand positioning. In the second part of the case, students will have to
help the marketing manager to develop and launch a new football boot, by writing a brief
for both the design and the advertising agency. This case contains 18 minutes of video:
television (TV) advertisements and presentations by the football marketing manager.
TOPICS
New product launch; New product development; Marketing strategy; Sports marketing;
Segmentation; Positioning

3. Barbie: the American I-Doll
Michel Phan Main features
ESSEC Business School, 2005
Global marketing
English Hardcopy Black & White Latin America
English Pdf version Middle East
14 p. + Teaching Note Cultural Issues
IN BRIEF
This case study is about the global marketing strategy employed by Mattel Inc to market
the Barbie doll around the world. It specifically focuses on Latin America, Middle East and
Japan where the doll did not experience the same level of success. The case helps
students understand the cultural (and to some extent religious) intricacies of developing
and marketing a doll such as Barbie. The case also highlights the competitive challenges
faced by Mattel in Latin America as well as the distribution and licensing issues in Japan.
Finally the case invites the students to think of the cultural and religious influences on
children’s toy preferences. This case has been designed for undergraduate, MBA and
other graduate students studying international marketing or cross-cultural management.
The case has been intended for classroom discussions only.
TOPICS
International marketing; Consumer behaviour; Children’s preference/behaviour; Cross-
cultural management; Political influence; International competition; Distribution;
Strategic alliance; Business partnership; National culture; Market research; Market
expansion strategy; Globalisation; Japan,
Benq-Siemens : globalization of production and
markets (A & B)
Anastasios Karamanos Main features
ESSEC Business School, 2008
Europe
English Hardcopy Black & White Korea
English Pdf version Mergers & Acquisitions
39 p. + Teaching Note
IN BRIEF
BenQ Mobile Division has just merged with the Siemens Mobile Division and needs to
establish the source of competitive advantage for the combined entity. There is detailed
discussion of the situations of the two partners before the merger, the challenges they
were facing, and the logic for the merger. What is the appropriate international strategy
for BenQ-Siemens to deliver market share growth in global mobile handset market? Does
BenQ-Siemens have a distinct dual advantage of being both low-cost and differentiated?
TOPICS
Mergers and acquisitions (M&A); Telecommunication industry; Synergies in M&A; Mobile
devices markets; Restructuring; Cultural issues in acquisitions

4. Danone Dairy Turkey: Brand portfolio strategy
Danielle Viens
ESSEC Business School, 2008 Main features
English & French Multimedia CD-ROM/online version Global marketing
Instructor CD-ROM + Videos Latin America
Middle East
Cultural Issues
IN BRIEF
This multimedia case study shows how to overcome a difficult business situation and to
achieve market leadership. It puts you in the position of the marketing manager of
Danone Dairy Turkey in 2002, when the country went through a severe economic crisis.
Sales volumes and profitability collapsed and the company had to completely reconsider
its strategy and marketing plans. You have to analyse the business environment,
competition, Danone's brand portfolio performance and try to make the best decisions to
reignite top line growth. You will discover the specifics of marketing management in an
emerging economy and in particularly challenging business conditions. The instructor
version includes a detailed teaching manual with a PowerPoint presentation and
corrections of Excel sheets.
TOPICS
Brand portfolio; Pricing policy; Brand strategy; Emerging economy; Marketing budget;
Economic crisis
Danone Group: Rumours of Takeovers
Francis Declerck
ESSEC Business School, 2009
Main features
English Hardcopy Black & White
Global finance
English Pdf version
France
9 p.
IN BRIEF
The case is based on reports of rumours of takeover on Danone group in July 2005. It is
focused on defence mechanisms against takeover before and after the announcement of
takeover, and also on possible measures to face rumours.
TOPICS
Finance. Takeovers; Mergers&Acquisitions; Anti-Takeover defense mechanisms

5. Evolution of Alstom: Role of the french state
Ashok Som; Boris Gbahoue
ESSEC Business School, 2004
Main features
English Hardcopy Black & White
Global approach
English Pdf version
Europe
20 p. + Teaching Note
International Strategy
IN BRIEF
The case tries to illustrate the evolution of a French conglomerate and its relationship
with the French state since its inception in 1898. Historically the French state has helped
Alstom from its inception starting from establishing its technological prestige through the
TGV project, de-merging Alstom from Alcatel, and finally when refinancing Alstom with a
bail-out package of 3.4 billion euros to prevent it from going bankrupt. The case tries to
understand the issues of competitive advantage of nations and the role of the state in the
light of the Alstom example.
TOPICS
Competitive advantage of nations; Role of state; International strategy; Competition
policy; French business environment; European Commission; Bailout; French engineering
company; Alstom; France
Lafarge: from a French cement company to a global
leader
Ashok Som Main features
ESSEC Business School, 2004
short international
English Hardcopy Black & White management
English Pdf version Asia
23 p. + Teaching Note + Vidéo India/China comparison
IN BRIEF
The case deals with both the issues of internal restructuring of Lafarge to fuel its external
strategy of growth and it traces the process of internationalisation of a French cement
producer. The case also examines the basis for globalisation of what many would think of
as a very 'local business'. It presents an opportunity to examine the logic of global
competitive moves. A video is available to accompany this case.
TOPICS
Internationalisation ; Managing global corporations ; Industry consolidation ; Strategy ;
Competitive analysis ; Competitive dynamics ; Transnational ; Change ; Restructuring ;
Culture ; Co-ordination ; Cross-border integration ; Human Resources ; Building
materials and the cement industry ; France
Industry Building materials, cement

6. LVMH: Career development through international
mobility Main features
Jean-Luc Cerdin
ESSEC Business School, 2003 International Human
Under Revision Ressources Management
Luxury
English Hardcopy Black & White
English Pdf version Ecch European Case
20 p. + Teaching Note Awards Category Winner
2006
IN BRIEF
This case gives students an opportunity to consider the international transfer policy of a
global firm. The case also aims at presenting the challenges faced by a multinational
company in regards to expatriation. The case helps students answer the following
questions 'Why do firms expatriate?' and 'How do firms expatriate?' Clearly, most
international assignments at Moet-Hennessy Louis Vuitton (LVMH) are part of a career
development scheme, which explains the specificity of LVMH's international mobility
policy. The case gives many clues to understand the rationale behind this policy, such as
the group's structure, growth and history, its human resources needs and its specific
market. The case aims at exposing the dual nature of an expatriation, with both 'hard'
and 'soft' aspects including compensation packages and security benefits, support and
intercultural training. The case also helps students reflect upon the determinants of a
successful expatriation and on the impact of organisational structure on career
development policies.
TOPICS
Expatriation; International assignment; Career management; Career development;
International careers; International adjustment; Luxury industry; International human
resource management; International talents; International recruitment; Intercultural
training; Repatriation; Compensation; Security benefits
LVMH: Managing the multi-brand conglomerate
Ashok Som
ESSEC Business School, 2004 Main features
English Hardcopy Black & White Global strategy
English Pdf and slideshow version Luxury
22 p. + Teaching Note
IN BRIEF
The case discusses the following critical challenges for LVMH: (1) sustaining its organic
growth strategy; (2) competition strategy; (3) managing multi-brand strategy with star
brands; (4) managing a decentralised conglomerate; (5) leadership and charisma of
Bernard Arnault in creating, maintaining and managing a global conglomerate; and (6)
people issues in the luxury industry.
TOPICS
Restructuring; Redesign; Liberalisation; Privatisation; Industry transformation; Indian
automobile industry; Strategy; Change; Cross-culture integration of Indian and Japanese
management practices; Co-ordination; Integration; Differentiation; Strategic human
resources; India

7. Mittal-Steel: Managing the consolidation
Ashok Som
ESSEC Business School, 2008 Main features
English Hardcopy Black & White India
English Pdf & slideshow version Europe
26 p. + Teaching Note Turnaround
Emerging MNCs
IN BRIEF
The case discusses: (1) the characteristics of the steel industry, long seen as unattractive
and unprofitable; (2) the prospects for growth in mature and emerging markets with
product differentiation and R&D; (3) the logic of consolidation and globalisation in the
steel industry; (4) the know-how that Mittal Steel developed in turning sick plants into
profitable plants and in integrating acquisitions worldwide to create true synergies; and
(5) the business models of Arcelor and Mittal given the changing landscape of the steel
industry.
TOPICS
Globalisation; Industry consolidation; Steel; Growth; Emerging markets; M&A (mergers
and acquisitions); Corporate governance; Management style; Culture; Family business;
Arcelor; Indian entrepreneur; Integration; Turnaround; Emerging MNCs (Multinational
corporations)
Moulin Rouge
Carole Donada ; Jean-Marc Xuereb ; O. Villalon Main features
ESSEC Business School, 2006
Under Revision Luxury
Entertainment
French or English Hardcopy Black & White France
French or English Pdf version Paris
38 p. + Teaching Note + Video
Prix Wilfrid Laurier
IN BRIEF
The case discusses the following critical challenges for LVMH: (1) sustaining its organic
growth strategy; (2) competition strategy; (3) managing multi-brand strategy with star
brands; (4) managing a decentralised conglomerate; (5) leadership and charisma of
Bernard Arnault in creating, maintaining and managing a global conglomerate; and (6)
people issues in the luxury industry.
TOPICS
Restructuring; Redesign; Liberalisation; Privatisation; Industry transformation; Indian
automobile industry; Strategy; Change; Cross-culture integration of Indian and Japanese
management practices; Co-ordination; Integration; Differentiation; Strategic human
resources; India

8. Plaza Athénée Paris: Service innovation in a luxury
hotel Main features
Michel Phan
ESSEC Business School, 2007 Luxury
Hospitality industry
English Multimedia CD-ROM/online version Service Marketing
Instructor CD-ROM + 16 videos Innovation
Paris
IN BRIEF
This case study shows how the Plaza Athenee Paris, a French luxury hotel of the
Dorchester Collection, has emerged over the years as a reference in service innovation.
Via the case, students will discover: (1) the successful innovation process used and the
secrets of this success; (2) strong management leadership; (3) a shared corporate
culture; (4) an adapted organisational structure; and (5) a family of highly-motivated
employees. The key challenge for the hotel remains the maintenance of its leadership in
terms of service innovation for the years to come without compromising its identity. In
this case, students are being asked to give recommendations on how to maintain the
hotel leadership in terms of service innovations. This multimedia case contains 16
interviews with the hotel management team and clients. The instructor version includes a
complete pedagogical guide to conducting class discussion.
TOPICS
Services marketing; Service innovation; Service management; Hospitality; Luxury;
Luxury services; Innovation; Innovation process; Innovation management
Plenium Service Informatique
José-Miguel Gaspar, M. Burlacu Main features
ESSEC Business School, 2009
Finance
English Hardcopy Black & White French LBO
English Pdf version Startup
20 p. + Teaching Note
IN BRIEF
In early 2006, the CEO of a French IT services startup faces the challenge of buying out
the firm's founder and majority partner. The case describes the company and its business
model, the structuring of the buyout, and the terms of the deal. The transaction featured
a substantial amount of leverage (about 50% of the price), and a holding company
structure eligible for tax integration. Students are asked to evaluate the price, check the
debt capacity of the target, and value the tax benefits of debt utilisation. The case also
exposes students to the difficulties and risks involved in this kind of deal.
TOPICS
Corporate finance; Valuation; Leveraged buyouts

9. Raffles Hotel Singapore Main features
Michel Phan
ESSEC Business School, 2009 Luxury
Hospitality industry
Service Marketing
English Multimedia CD-ROM/online version Asia
Instructor CD-ROM + videos Singapore
IN BRIEF
This case study shows how the Raffles Hotel Singapore has been successfully renovated
to its 1915's splendor while preserving its colonial charms and historical heritage. This
renovation has met great interests from international guests, especially those from the
USA, UK, Germany, Australia and Japan.
However it fails to attract more Asian guests to its premises. Despite its (only) 103 fully
renovated suites the Raffles Hotel Singapore is still facing the increasing competition
from other luxury hotel chains such as the Ritz-Carlton, Four Seasons, Marriott and St
Regis. With its average annual occupancy rate of 80%, there is still room for
improvement at the Raffles Hotel Singapore. The key question is how can the hotel
attract more Asian guests without discounting neither its prices nor what has made it
such a unique property in Southeast Asia?
Technical notes (A, B & C): Global luxury industry
Ashok Som, M. Brische, S. Shetty
ESSEC Business School, 2006 Main features
English Hardcopy Black & White Luxury
English Pdf version Global approach
21 p. /24 p. /8 p. Emerging markets
China / India
IN BRIEF
This is a three-case series. Technical note A gives a broad overview of the global luxury
industry. It tries to define the industry, discusses the trends in the industry, demand and
supply and reasons for the intense competition that characterises this sector. It touches
upon the key players, their background, their challenges, their strategies and their
respective challenges and weaknesses.
Technical note B gives an overview of the global luxury industry providing an in-depth
analysis of the luxury industry in emerging markets, notably China and India.
Technical note C provides an in-depth analysis of the issues that individual luxury
companies face and the industry as a whole is facing in emerging markets.
TOPICS
Luxury; Brands; Competition; Italy; France; Moet Hennessy-Louis Vuitton (LVMH);
Richemont; Pinault-Printemps-Redoute (PPR); Gucci; Chanel ; Burberry; Swatch;
Hermes; L'Oreal; Market size; Middle-class; Retail; India; China; Russia;
BARBIE: THE AMERICAN I-DOLL
M. Phan
ESSEC Business School, 2005

10. English Hardcopy Black & White Main features
English Pdf version
Global approach
Brand
IN BRIEF
This case study is about the global marketing strategy
employed by Mattel Inc to market the Barbie doll around the world. It specifically focuses
on Latin America, Middle East and Japan where the doll did not experience the same level
of success. The case helps students understand the cultural (and to some extent
religious) intricacies of developing and marketing a doll such as Barbie. The case also
highlights the competitive challenges faced by Mattel in Latin America as well as the
distribution and licensing issues in Japan. Finally the case invites the students to think of
the cultural and religious influences on children’s toy preferences. This case has been
designed for undergraduate, MBA and other graduate students studying international
marketing or cross-cultural management.
TOPICS
International marketing; Consumer behaviour; Children’s preference/behaviour; Cross-
cultural management; Political influence; International competition; Distribution;
Strategic alliance; Business partnership; National culture; Market research; Market
expansion strategy; Globalisation; Japan,
RED BULL OR BLACK DEVIL?
M. Phan
ESSEC Business School, 2009 Main features
English Hardcopy Black & White Social responsability
English Pdf version Ethics
IN BRIEF
This case study is about corporate social responsibility (CSR) and ethical issues raised by
the marketing tactics used by Red Bull to market its product in the United States. It
specifically focuses on distribution and communication issues. The case helps raise
students’ awareness and interests in ethical marketing and CSR. This case has been
designed for undergraduate, MBA and other graduate students studying social marketing
or CSR management. The case has been intended for classroom discussions only.
TOPICS
Ethics; Corporate social responsibility (CSR); Marketing; Ethical marketing; Distribution;
Marketing communication