David Dubois

Associate Professor of Marketing

Email david.dubois@insead.edu

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Cases from same author
Cases with Extra

Digitally-powered Customer-centricity in the Industrial Gas Sector: The Air Liquide-Airgas Merger

By David Dubois, Jean-Michel Moslonka

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Air Liquide, a leader in centric industrial and healthcare gases, seeks to develop ‘customer intimacy’ through digital technologies following its acquisition of US company Airgas. VP Olivier Blachier is tasked to articulate for the board a vision of customer centricity and a digital strategy.

Published 25 Mar 2019

Reference 6446

Topic Marketing

Industry Oil & Energy

Region Global

Digitally-powered Customer-centricity in the Industrial Gas Sector: The Air Liquide-Airgas Merger

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By David Dubois, Jean-Michel Moslonka
Published 25 Mar 2019
Reference 6446
Topic Marketing
Region Global
Industry Oil & Energy

Air Liquide, a leader in centric industrial and healthcare gases, seeks to develop ‘customer intimacy’ through digital technologies following its acquisition of US company Airgas. VP Olivier Blachier is tasked to articulate for the board a vision of customer centricity and a digital strategy.

AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey (Japanese)

By David Dubois, Inyoung Chae, Joerg Niessing, Jean Wee

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The case focuses on AccorHotels’ ambitious digital transformation, aiming to put the customer back at the center of its strategy and operations.

Published 22 Mar 2019

Reference 6241

Topic Marketing

Industry Leisure, Travel and Tourism

Region Global

AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey (Japanese)

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By David Dubois, Inyoung Chae, Joerg Niessing, Jean Wee
Published 22 Mar 2019
Reference 6241
Topic Marketing
Region Global
Industry Leisure, Travel and Tourism

The case focuses on AccorHotels’ ambitious digital transformation, aiming to put the customer back at the center of its strategy and operations.

Transforming Luxury Distribution in Asia: Bluebell's Makeover in the Face of Digital Disruption

By David Dubois, Frederic Godart, Jean Wee

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For 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.

Published 29 Oct 2018

Reference 6443

Topic Marketing

Industry Wholesale, Luxury Goods and Jewelry

Region Asia

Transforming Luxury Distribution in Asia: Bluebell's Makeover in the Face of Digital Disruption

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By David Dubois, Frederic Godart, Jean Wee
Published 29 Oct 2018
Reference 6443
Topic Marketing
Region Asia
Industry Wholesale, Luxury Goods and Jewelry

For 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.

AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey (Spanish)

By David Dubois, Joerg Niessing, Jean Wee, Inyoung Chae

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The case focuses on AccorHotels’ ambitious digital transformation, aiming to put the customer back at the center of its strategy and operations.

Published 19 Jul 2018

Reference 6241

Topic Marketing

Region Global

AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey (Spanish)

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By David Dubois, Joerg Niessing, Jean Wee, Inyoung Chae
Published 19 Jul 2018
Reference 6241
Topic Marketing
Region Global

The case focuses on AccorHotels’ ambitious digital transformation, aiming to put the customer back at the center of its strategy and operations.

Building an Aspirational High-End Brand through Cultural Engagement: Absolut Vodka's Love Affair with Art

By David Dubois, Frederic Godart, Brian Henry, Vadim Grigorian

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The case goes back in time to the ‘golden age’ of Absolut when contemporary artists like Andy Warhol and Keith Haring painted the unusual bottle to the amazement of the global arts community. The nearly accidental collaboration with artists in the glorious years turned the brand into a must-have aspirational drink to be consumed at chic bars and art fairs.

Published 26 Mar 2018

Reference 6375

Topic Marketing

Industry Wholesale, Food and Beverages Production

Region Europe

Building an Aspirational High-End Brand through Cultural Engagement: Absolut Vodka's Love Affair with Art

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By David Dubois, Frederic Godart, Brian Henry, Vadim Grigorian
Published 26 Mar 2018
Reference 6375
Topic Marketing
Region Europe
Industry Wholesale, Food and Beverages Production

The case goes back in time to the ‘golden age’ of Absolut when contemporary artists like Andy Warhol and Keith Haring painted the unusual bottle to the amazement of the global arts community. The nearly accidental collaboration with artists in the glorious years turned the brand into a must-have aspirational drink to be consumed at chic bars and art fairs.

AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey (French)

By David Dubois, Inyoung Chae, Joerg Niessing, Jean Wee

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The case focuses on AccorHotels’ ambitious digital transformation, aiming to put the customer back at the center of its strategy and operations.

Published 03 Jul 2017

Reference 6241

Topic Marketing

Region Global

AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey (French)

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By David Dubois, Inyoung Chae, Joerg Niessing, Jean Wee
Published 03 Jul 2017
Reference 6241
Topic Marketing
Region Global

The case focuses on AccorHotels’ ambitious digital transformation, aiming to put the customer back at the center of its strategy and operations.

Managing Creativity in Luxury Fashion Houses: Raf Simons at Dior (Spanish)

By Frederic Godart, David Dubois, Brian Henry

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The case investigates the role of creative directors in the luxury fashion industry. When in October 2015 Raf Simons quit Christian Dior, industry observers wondered why anyone would voluntarily walk away from such an esteemed fashion house, and who would replace him. Beneath the glamorous veneer, the luxury and fashion industry puts tremendous stress on creative directors.

Published 25 Apr 2017

Reference 6214

Topic Leadership & Organisations

Region Europe

Managing Creativity in Luxury Fashion Houses: Raf Simons at Dior (Spanish)

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By Frederic Godart, David Dubois, Brian Henry
Published 25 Apr 2017
Reference 6214
Topic Leadership & Organisations
Region Europe

The case investigates the role of creative directors in the luxury fashion industry. When in October 2015 Raf Simons quit Christian Dior, industry observers wondered why anyone would voluntarily walk away from such an esteemed fashion house, and who would replace him. Beneath the glamorous veneer, the luxury and fashion industry puts tremendous stress on creative directors.

Shang Xia: Selling High-Quality Refined Goods "Proudly Made in China"

By Frederic Godart, David Dubois, Brian Henry, Iain Ding

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Shang Xia is a story of a female entrepreneur whose goal is to open the Chinese luxury-goods market to products proudly made in China. It is the story of a young Chinese designer named Jiang Qiong Er who was convinced that the craft of making luxury goods, which had been deeply rooted in ancient Chinese culture, could be revived by Chinese artisans working to her modern designs.

Published 29 Mar 2017

Reference 6276

Topic Leadership & Organisations

Industry Apparel and Fashion

Region Asia

Shang Xia: Selling High-Quality Refined Goods "Proudly Made in China"

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By Frederic Godart, David Dubois, Brian Henry, Iain Ding
Published 29 Mar 2017
Reference 6276
Topic Leadership & Organisations
Region Asia
Industry Apparel and Fashion

Shang Xia is a story of a female entrepreneur whose goal is to open the Chinese luxury-goods market to products proudly made in China. It is the story of a young Chinese designer named Jiang Qiong Er who was convinced that the craft of making luxury goods, which had been deeply rooted in ancient Chinese culture, could be revived by Chinese artisans working to her modern designs.

S.T.Dupont - The Renaissance of a French Luxury Brand: Building a Strong Brand across All Touchpoints for Sustainable Growth

By Joerg Niessing, David Dubois, Brian Henry

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Paris-based S.T.Dupont is engaged in the manufacture, marketing and sale of luxury goods for men and women, including lighters, pens, jewelry, leather goods, eyewear, watches, belts, fragrances and casual and formal attire. Founded in 1872 by an entrepreneurial French photographer and carriage-maker, the company began making luxury leather luggage for wealthy aristocrats.

Published 30 Jan 2017

Reference 6208

Topic Marketing

Industry Retail

Region Global

S.T.Dupont - The Renaissance of a French Luxury Brand: Building a Strong Brand across All Touchpoints for Sustainable Growth

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By Joerg Niessing, David Dubois, Brian Henry
Published 30 Jan 2017
Reference 6208
Topic Marketing
Region Global
Industry Retail

Paris-based S.T.Dupont is engaged in the manufacture, marketing and sale of luxury goods for men and women, including lighters, pens, jewelry, leather goods, eyewear, watches, belts, fragrances and casual and formal attire. Founded in 1872 by an entrepreneurial French photographer and carriage-maker, the company began making luxury leather luggage for wealthy aristocrats.

Re-Defining WGSN's Value Proposition and Positioning: Insight Generation for Fashion and Lifestyle Industries

By Frederic Godart, David Dubois, Brian Henry

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WGSN is the world’s largest fashion trend forecasting agency, supplying services to 95% of the Fortune 500 fashion brands. The case examines the global strategy of WGSN, which strives to enrich its robust online platform while adding more physical presence in the markets where it is growing, particularly in North America and Asia.

Published 15 Dec 2016

Reference 6250

Topic Leadership & Organisations

Industry Apparel and Fashion

Region Europe

Re-Defining WGSN's Value Proposition and Positioning: Insight Generation for Fashion and Lifestyle Industries

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By Frederic Godart, David Dubois, Brian Henry
Published 15 Dec 2016
Reference 6250
Topic Leadership & Organisations
Region Europe
Industry Apparel and Fashion

WGSN is the world’s largest fashion trend forecasting agency, supplying services to 95% of the Fortune 500 fashion brands. The case examines the global strategy of WGSN, which strives to enrich its robust online platform while adding more physical presence in the markets where it is growing, particularly in North America and Asia.

Digitally-powered Customer-centricity in the Industrial Gas Sector: The Air Liquide-Airgas Merger

By David Dubois, Jean-Michel Moslonka

Add to cart

Air Liquide, a leader in centric industrial and healthcare gases, seeks to develop ‘customer intimacy’ through digital technologies following its acquisition of US company Airgas. VP Olivier Blachier is tasked to articulate for the board a vision of customer centricity and a digital strategy.

Published 25 Mar 2019

Reference 6446

Topic Marketing

Industry Oil & Energy

Region Global

Digitally-powered Customer-centricity in the Industrial Gas Sector: The Air Liquide-Airgas Merger

Add to cart

By David Dubois, Jean-Michel Moslonka
Published 25 Mar 2019
Reference 6446
Topic Marketing
Region Global
Industry Oil & Energy

Air Liquide, a leader in centric industrial and healthcare gases, seeks to develop ‘customer intimacy’ through digital technologies following its acquisition of US company Airgas. VP Olivier Blachier is tasked to articulate for the board a vision of customer centricity and a digital strategy.

Transforming Luxury Distribution in Asia: Bluebell's Makeover in the Face of Digital Disruption

By David Dubois, Frederic Godart, Jean Wee

Add to cart

For 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.

Published 29 Oct 2018

Reference 6443

Topic Marketing

Industry Wholesale, Luxury Goods and Jewelry

Region Asia

Transforming Luxury Distribution in Asia: Bluebell's Makeover in the Face of Digital Disruption

Add to cart

By David Dubois, Frederic Godart, Jean Wee
Published 29 Oct 2018
Reference 6443
Topic Marketing
Region Asia
Industry Wholesale, Luxury Goods and Jewelry

For 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.

S.T.Dupont - The Renaissance of a French Luxury Brand: Building a Strong Brand across All Touchpoints for Sustainable Growth

By Joerg Niessing, David Dubois, Brian Henry

Add to cart

Paris-based S.T.Dupont is engaged in the manufacture, marketing and sale of luxury goods for men and women, including lighters, pens, jewelry, leather goods, eyewear, watches, belts, fragrances and casual and formal attire. Founded in 1872 by an entrepreneurial French photographer and carriage-maker, the company began making luxury leather luggage for wealthy aristocrats.

Published 30 Jan 2017

Reference 6208

Topic Marketing

Industry Retail

Region Global

S.T.Dupont - The Renaissance of a French Luxury Brand: Building a Strong Brand across All Touchpoints for Sustainable Growth

Add to cart

By Joerg Niessing, David Dubois, Brian Henry
Published 30 Jan 2017
Reference 6208
Topic Marketing
Region Global
Industry Retail

Paris-based S.T.Dupont is engaged in the manufacture, marketing and sale of luxury goods for men and women, including lighters, pens, jewelry, leather goods, eyewear, watches, belts, fragrances and casual and formal attire. Founded in 1872 by an entrepreneurial French photographer and carriage-maker, the company began making luxury leather luggage for wealthy aristocrats.

AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey

By David Dubois, Inyoung Chae, Joerg Niessing, Jean Wee

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Read a related Knowledge article "Lessons in Digital Transformation from the Hotel Industry" by David Dubois.

Published 26 Aug 2016

Reference 6241

Topic Marketing

Industry Leisure, Travel and Tourism

Region Global

AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey

Add to cart

By David Dubois, Inyoung Chae, Joerg Niessing, Jean Wee
Published 26 Aug 2016
Reference 6241
Topic Marketing
Region Global
Industry Leisure, Travel and Tourism

Read a related Knowledge article "Lessons in Digital Transformation from the Hotel Industry" by David Dubois.

Managing Creativity in Luxury Fashion Houses: Raf Simons at Dior

By Frederic Godart, David Dubois, Brian Henry

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The case investigates the role of creative directors in the luxury fashion industry. When in October 2015 Raf Simons quit Christian Dior, industry observers wondered why anyone would voluntarily walk away from such an esteemed fashion house, and who would replace him. Beneath the glamorous veneer, the luxury and fashion industry puts tremendous stress on creative directors.

Published 22 Jul 2016

Reference 6214

Topic Leadership & Organisations

Industry Luxury Goods and Jewelry, Apparel and Fashion

Region Europe

Managing Creativity in Luxury Fashion Houses: Raf Simons at Dior

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By Frederic Godart, David Dubois, Brian Henry
Published 22 Jul 2016
Reference 6214
Topic Leadership & Organisations
Region Europe
Industry Luxury Goods and Jewelry, Apparel and Fashion

The case investigates the role of creative directors in the luxury fashion industry. When in October 2015 Raf Simons quit Christian Dior, industry observers wondered why anyone would voluntarily walk away from such an esteemed fashion house, and who would replace him. Beneath the glamorous veneer, the luxury and fashion industry puts tremendous stress on creative directors.

The Nokia N8 'Push Snowboarding' Campaign: An Avant-Garde Social Media Strategy from Engagement to Sales

By David Dubois, Mastak Pal Kaur

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The case illustrates an innovative integrated marketing campaign by Nokia to promote its new phone, the N8. In early January 2010, Stuart Wells, Integrated Global Campaign Lead at Nokia, initiated and supervised the execution of an ambitious integrated marketing campaign.

Published 24 Apr 2015

Reference 6117

Topic Marketing

Industry Telecommunications, Wireless, Information Technology and Services

Region Global

The Nokia N8 'Push Snowboarding' Campaign: An Avant-Garde Social Media Strategy from Engagement to Sales

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By David Dubois, Mastak Pal Kaur
Published 24 Apr 2015
Reference 6117
Topic Marketing
Region Global
Industry Telecommunications, Wireless, Information Technology and Services

The case illustrates an innovative integrated marketing campaign by Nokia to promote its new phone, the N8. In early January 2010, Stuart Wells, Integrated Global Campaign Lead at Nokia, initiated and supervised the execution of an ambitious integrated marketing campaign.

Ombre, Tie-Dye, Splat Hair: Trends or Fads? “Pull” and “Push” Social Media Strategies at L’Oréal Paris

By David Dubois, Katrina Bens

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The case focuses on an innovative social media strategy by L'Oréal Paris to "listen" to consumers, then develop a product to meet consumer needs and market it. First, the company partnered with Google to track emerging styles and determine which (if any) would endure. Then it leveraged social media when deciding how to position, name and launch the product.

Published 23 Jun 2014

Reference 6060

Topic Marketing

Industry Apparel and Fashion

Region Global

Ombre, Tie-Dye, Splat Hair: Trends or Fads? “Pull” and “Push” Social Media Strategies at L’Oréal Paris

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By David Dubois, Katrina Bens
Published 23 Jun 2014
Reference 6060
Topic Marketing
Region Global
Industry Apparel and Fashion

The case focuses on an innovative social media strategy by L'Oréal Paris to "listen" to consumers, then develop a product to meet consumer needs and market it. First, the company partnered with Google to track emerging styles and determine which (if any) would endure. Then it leveraged social media when deciding how to position, name and launch the product.

Status Consumption and Luxury Goods