David Dubois

Associate Professor of Marketing
Crurated, a start-up founded in 2019, combines various technologies to address previously unmet needs in the fine wine market through a bold marketing approach. The innovative ecommerce marketplace enables high-end consumers to connect with and purchase wine from renowned producers.

Published 22 Jun 2023

Reference 6822

Topic Marketing

Industry Luxury Goods and Jewelry

Region Global

View case
How did Shopee – a small e-commerce player launched in 2015 – overtake its historic rival Lazada in just a few years to average 281 million visits a month and become the most valuable company in South East Asia in 2021? CEO Forrest Li followed a bold two-sided digital marketing strategy that won over sellers (B2B) and users (B2C).

Published 11 Oct 2021

Reference 6705

Topic Marketing

Industry E-Commerce

Region Asia

View case
Ualá’s bold “tech-and-touch” strategy brought 2.7 million new customers – 1 out of 20 people in Argentina – into banking in less than four years (2017-21).

Published 27 May 2021

Reference 6677

Topic Marketing

Industry Financial Services Banking

Region South America

View case
Majid Al Futtaim (MAF) is a lifestyle conglomerate present in 16 countries in the Middle East and North Africa, with annual revenues of $9.6 billion. The case focuses on its data-led, customer-centred transformation that unlocked new sources of growth and mitigated the effects of the covid19 pandemic on business thanks to the group’s digital resilience.

Published 01 Jul 2020

Reference 6592

Topic Strategy

Industry Retail

Region Middle-East

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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

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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

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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

View case
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

View case
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

View case
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

View case
Crurated, a start-up founded in 2019, combines various technologies to address previously unmet needs in the fine wine market through a bold marketing approach. The innovative ecommerce marketplace enables high-end consumers to connect with and purchase wine from renowned producers.

Published 22 Jun 2023

Reference 6822

Topic Marketing

Industry Luxury Goods and Jewelry

Region Global

View case
How did Shopee – a small e-commerce player launched in 2015 – overtake its historic rival Lazada in just a few years to average 281 million visits a month and become the most valuable company in South East Asia in 2021? CEO Forrest Li followed a bold two-sided digital marketing strategy that won over sellers (B2B) and users (B2C).

Published 11 Oct 2021

Reference 6705

Topic Marketing

Industry E-Commerce

Region Asia

View case
Ualá’s bold “tech-and-touch” strategy brought 2.7 million new customers – 1 out of 20 people in Argentina – into banking in less than four years (2017-21).

Published 27 May 2021

Reference 6677

Topic Marketing

Industry Financial Services Banking

Region South America

View case
Majid Al Futtaim (MAF) is a lifestyle conglomerate present in 16 countries in the Middle East and North Africa, with annual revenues of $9.6 billion. The case focuses on its data-led, customer-centred transformation that unlocked new sources of growth and mitigated the effects of the covid19 pandemic on business thanks to the group’s digital resilience.

Published 01 Jul 2020

Reference 6592

Topic Strategy

Industry Retail

Region Middle-East

View case
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

View case
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

View case
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

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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

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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

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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

View case
Digital Consumer Behavior, Digital Transformation, Data-Driven Marketing, Data & Consumer Science, Big Data, Omnichannel Experience, Virality, Psychology of Technology, Social Influence, Brand Management, Luxury & Fashion Goods, Consumer Advocacy on Social Media, Social Media Strategy