The case looks at the enormous disruption affecting the entire automotive industry through the eyes of a recently hired CRM expert at the British premium car maker Jaguar Land Rover who keeps the marketing team grounded by taking a customer-centric approach.

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.