David Dubois

Associate Professor of Marketing
Email [email protected]
Find out more about the author

Analytics-Driven Transformation at Majid Al Futtaim: Building a Data-Led, Test-&-Learn Culture to Generate Customer Value in the Middle East

By  David Dubois,  Joerg Niessing,  Katia Kachan
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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

    Analytics-Driven Transformation at Majid Al Futtaim: Building a Data-Led, Test-&-Learn Culture to Generate Customer Value in the Middle East

    Add to cart new extra
    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.
      View case

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

      By  David Dubois,  Jean-Michel Moslonka
      Add to cart award extra
      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

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

        Add to cart award extra
        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.
          View case

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

          By  David Dubois,  Inyoung Chae,  Joerg Niessing,  Jean Wee
          Add to cart
          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

            View case

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

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

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

              By  David Dubois,  Frederic Godart,  Jean Wee
              Add to cart extra
              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

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

                Add to cart extra
                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.
                  View case

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

                  By  David Dubois,  Joerg Niessing,  Jean Wee,  Inyoung Chae
                  Add to cart
                  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

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

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

                      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

                        View case

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

                        Add to cart
                        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.
                          View case

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

                          By  David Dubois,  Inyoung Chae,  Joerg Niessing,  Jean Wee
                          Add to cart
                          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

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

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

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

                              By  Frederic Godart,  David Dubois,  Brian Henry
                              Add to cart
                              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

                                View case

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

                                Add to cart
                                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.
                                  View case

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

                                  By  Frederic Godart,  David Dubois,  Brian Henry,  Iain Ding
                                  Add to cart popular
                                  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

                                    View case

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

                                    Add to cart popular
                                    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.
                                      View case

                                      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 popular extra
                                      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

                                        View case

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

                                        Add to cart popular extra
                                        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.
                                          View case

                                          Analytics-Driven Transformation at Majid Al Futtaim: Building a Data-Led, Test-&-Learn Culture to Generate Customer Value in the Middle East

                                          By  David Dubois,  Joerg Niessing,  Katia Kachan
                                          Add to cart new extra
                                          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

                                            Analytics-Driven Transformation at Majid Al Futtaim: Building a Data-Led, Test-&-Learn Culture to Generate Customer Value in the Middle East

                                            Add to cart new extra
                                            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.
                                              View case

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

                                              By  David Dubois,  Jean-Michel Moslonka
                                              Add to cart award extra
                                              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

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

                                                Add to cart award extra
                                                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.
                                                  View case

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

                                                  By  David Dubois,  Frederic Godart,  Jean Wee
                                                  Add to cart extra
                                                  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

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

                                                    Add to cart extra
                                                    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.
                                                      View case

                                                      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 popular extra
                                                      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

                                                        View case

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

                                                        Add to cart popular extra
                                                        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.
                                                          View case

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

                                                          By  David Dubois,  Inyoung Chae,  Joerg Niessing,  Jean Wee
                                                          Add to cart popular award extra
                                                          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

                                                            View case

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

                                                            Add to cart popular award extra
                                                            Read a related Knowledge article "Lessons in Digital Transformation from the Hotel Industry" by David Dubois.
                                                              View case

                                                              Managing Creativity in Luxury Fashion Houses: Raf Simons at Dior

                                                              By  Frederic Godart,  David Dubois,  Brian Henry
                                                              Add to cart popular extra
                                                              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

                                                                View case

                                                                Managing Creativity in Luxury Fashion Houses: Raf Simons at Dior

                                                                Add to cart popular extra
                                                                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.
                                                                  View case

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

                                                                  By  David Dubois,  Mastak Pal Kaur
                                                                  Add to cart popular extra
                                                                  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

                                                                    View case

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

                                                                    Add to cart popular extra
                                                                    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.
                                                                      View case

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

                                                                      By  David Dubois,  Katrina Bens
                                                                      Add to cart popular award extra
                                                                      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

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

                                                                        Add to cart popular award extra
                                                                        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.
                                                                          View case
                                                                          Status Consumption and Luxury Goods