Cartier: A Legend of Luxury

Published 01 Jan 1992
Reference 278
Topic Strategy
Region Europe
Summary

Describes the strategic, operational and organisational processes in Cartier, one of the most successful luxury product companies in the world. Creativity lies at the core of Cartier's strategy, and the case focuses on how such creativity can be triggered and maintained in companies.

Teaching objectives

The case hopes to generate a rich discussion on 'creativity as strategy' and on how such a strategy can be managed. Cartier is a bundle of dualities - doing both of two apparently contradictory things at the same time - and such duality lies at the core of Cartier's strategic and organisational approach. The case can also be used to discuss the roles and tasks of the CEO in medium-sized entrepreneurial firms.

Keywords
  • AR1992