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about=\u0022\/case\/bluebell\u0022 class=\u0022case-study full clearfix case-details-page-wrapper\u0022\u003E\n  \u003Cdiv class=\u0022container-fluid case-details-block green-january full-width-wrapper\u0022\u003E\n    \u003Ca id=\u0022scrolltop_button\u0022\u003E\u003C\/a\u003E\n\n    \u003Cdiv class=\u0022row\u0022\u003E\n      \u003Cdiv class=\u0022col-lg-12 full-width-inner-wrapper\u0022\u003E\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 btn-group\u0022\u003E\n            \u003Ca href=\u0022\/search\u0022 class=\u0022btn padding-5 insead-white green-december-text rounded-2 back-to-search-button\u0022\u003E\n              Back to Search\n            \u003C\/a\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 badges-block\u0022\u003E\n           \u003Cspan class=\u0022green-june-text text-uppercase product-type-badges\u0022\u003ECase Study\u003C\/span\u003E\n                                                              \u003Cimg class=\u0022popular-icon\u0022 src=\u0022\/themes\/custom\/case_publishing\/dist\/images\/popular@3x.png\u0022 alt=\u0022popular\u0022 title=\u0022Popular case\u0022\u003E\n                        \n                          \u003Cimg class=\u0022extra-icon\u0022 src=\u0022\/themes\/custom\/case_publishing\/dist\/images\/extra@3x.png\u0022 alt=\u0022extra\u0022 title=\u0022Case with extra material\u0022\u003E\n            \n          \u003C\/div\u003E\n        \u003C\/div\u003E\n\n        \u003Cdiv class=\u0022row\u0022\u003E\n\n          \u003Cdiv class=\u0022col-lg-6 col-md-6 individual-banner-section\u0022\u003E\n            \u003Ch1 class=\u0022green-august-text individual-page-title\u0022\u003E \u003Cspan class=\u0022field field--name-title field--type-string field--label-hidden\u0022\u003ETransforming Luxury Distribution in Asia: Bluebell\u0026#039;s Makeover in the Face of Digital Disruption\u003C\/span\u003E\n\u003C\/h1\u003E\n            \u003Cdiv class=\u0022row casestudy-fields-block\u0022\u003E\n\n              \u003Cdiv class=\u0022col-lg-4 col-md-4 col-sm-6 col-xs-6 col-6 casestudy-field\u0022\u003E\n                \u003Cspan class=\u0022green-june-text\u0022\u003EBy \u003C\/span\u003E\n                  \u003Cspan class=\u0022green-october-text\u0022\u003E\n                    \n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/david-dubois\u0022 hreflang=\u0022en\u0022\u003EDavid Dubois\u003C\/a\u003E,\u0026nbsp;\u003C\/span\u003E\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/frederic-godart\u0022 hreflang=\u0022en\u0022\u003EFrederic Godart\u003C\/a\u003E,\u0026nbsp;\u003C\/span\u003E\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/jean-wee\u0022 hreflang=\u0022en\u0022\u003EJean 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col-md-4 col-sm-6 col-xs-6 col-6 casestudy-field\u0022\u003E\n                  \u003Cspan class=\u0022green-june-text\u0022\u003ETopic \u003C\/span\u003E\n                  \u003Cspan class=\u0022green-october-text\u0022\u003E\n                    \u003Ca class=\u0022green-october-text\u0022 href=\u0022\/search?f[0]=topic:21\u0022\u003EMarketing\u003C\/a\u003E\n                  \u003C\/span\u003E\n                \u003C\/div\u003E\n              \n                              \u003Cdiv class=\u0022col-lg-4 col-md-4 col-sm-6 col-xs-6 col-6 casestudy-field\u0022\u003E\n                  \u003Cspan class=\u0022green-june-text\u0022\u003EIndustry \u003C\/span\u003E\n                  \u003Cspan class=\u0022green-october-text\u0022\u003E\n                    \n  \u003Cspan class=\u0022field--item industry-name-item\u0022\u003E\u003Ca href=\u0022\/search?f%5B0%5D=industry%3A2746\u0022 hreflang=\u0022en\u0022\u003EWholesale\u003C\/a\u003E,\u0026nbsp;\u003C\/span\u003E\n  \u003Cspan class=\u0022field--item industry-name-item\u0022\u003E\u003Ca href=\u0022\/search?f%5B0%5D=industry%3A2801\u0022 hreflang=\u0022en\u0022\u003ELuxury Goods and Jewelry\u003C\/a\u003E\u003C\/span\u003E\n\n\n\n                  \u003C\/span\u003E\n                \u003C\/div\u003E\n              \n                              \u003Cdiv class=\u0022col-lg-4 col-md-4 col-sm-6 col-xs-6 col-6 casestudy-field\u0022\u003E\n                  \u003Cspan class=\u0022green-june-text\u0022\u003ERegion \u003C\/span\u003E\n                  \u003Cspan class=\u0022green-october-text\u0022\u003E\n                    \u003Ca class=\u0022green-october-text\u0022 href=\u0022\/search?f[0]=region:51\u0022\u003EAsia\u003C\/a\u003E\n                  \u003C\/span\u003E\n                \u003C\/div\u003E\n              \n                              \u003Cdiv class=\u0022col-lg-4 col-md-4 col-sm-6 col-xs-6 col-6 casestudy-field\u0022\u003E\n                  \u003Cspan 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class=\u0022addthis_inline_share_toolbox\u0022\u003E\u003C\/div\u003E\n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EFor over 60 years, Bluebell, a major actor in the luxury B2B ecosystem, has been helping Western luxury brands such as Louis Vuitton, Davidoff, Moschino, Manolo Blahnik or Jimmy Choo enter key Asian markets. However, the luxury industry is experiencing digital disruption and increased competition fuelled by the rise of online e-commerce and international travel, along with increasingly connected consumers. While Bluebell\u2019s role as a link between the brand and the local consumer is still vital, it needs to alter its business model to remain in the game. Its adaptability has been the reason for its success so far, but to add value in the future it needs to evolve from a predominantly transactional role centred around distribution to one with greater connectedness, integrating new channels such as social commerce, and anticipating evolving customer tastes.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThis case discusses the transformation of B2B intermediaries operating in the luxury, fashion and premium goods industry in response to novel challenges brought by digital gamechangers that have enabled brands to directly reach end-consumers (cutting out the middleman), put power in the consumer\u2019s hands, reduce prices, and increase the number of brands while shortening their lifespan. In a sector characterized by (a) an increasing reliance on digital tools \u2013 both as ways to talk about and buy luxury products, and (b) emerging marketplaces (more brands, more tiers, more status products), the case articulates the threats and opportunities associated with these game-changers and the issues Bluebell must address to deliver long-term value to its partners, notably:\u003Cbr \/\u003E\n\u2022 How digital disruption challenges B2B ecosystems and traditional business models\u003Cbr \/\u003E\n\u2022 How incumbent B2B players respond to and integrate digital game-changers and re-legitimise themselves by redefining where and how they add value\u003Cbr \/\u003E\n\u2022 How digital channels redefine the role of curator and require stakeholders to acquire new skills and develop digital capabilities\u003Cbr \/\u003E\n\u2022 How to design a digital transformation (where to start and how to prioritize)\u003Cbr \/\u003E\n\u2022 The role of digital disruption in shifting the dynamics between brands, retailers and consumers in B2C markets\u003Cbr \/\u003E\n\u2022 The evolving role of B2B players between brands and consumers in luxury markets\u003Cbr \/\u003E\n\u2022 How luxury brands implement successful strategies to attract the Asian consumer (today and tomorrow)\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003EKeywords\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cul class=\u0022individual-page-keywords\u0022\u003E\n                                                      \u003Cli\u003E\n                              luxury\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              digital disruption\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              social media\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              s-commerce\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              omni-channel\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              marketing\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              distributor\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              digital transformation\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              brands\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              B2B intermediaries\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Q11819\n                            \u003C\/li\u003E\n                                                  \u003C\/ul\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-47451\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n               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green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/david-dubois\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      David\u0026nbsp;Dubois\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  Associate Professor of Marketing\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/Frederic-Godart-12721_100.jpg\u0022 alt=\u0022Godart\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n     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alt=\u0022Wee\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/jean-wee\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Jean\u0026nbsp;Wee\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  \n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                  \u003C\/div\u003E\n\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\u003C\/div\u003E\n\n","settings":null}]