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Cartier: a legend of luxury

Author: Ghoshal, Sumantra ; Butler, Charlotte ; Huard, François-XavierINSEAD Area: StrategyPublisher: Fontainebleau : INSEAD, 1990.Language: EnglishDescription: 21 p.Type of document: INSEAD CaseAbstract: Describes the strategic, operational and organizational processes in Cartier, one the most successful luxury product companies in the worldPedagogical Objectives: To generate a rich discussion on "creativity as strategy" and 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 organizational approach. The case can also be used to discuss the roles and tasks of the CEO in medium-size entrepreneurial firms. It also illustrates the creativity at the core of Cartier's strategy, and how such creativity can be triggered and maintained in companies
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To generate a rich discussion on "creativity as strategy" and 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 organizational approach. The case can also be used to discuss the roles and tasks of the CEO in medium-size entrepreneurial firms. It also illustrates the creativity at the core of Cartier's strategy, and how such creativity can be triggered and maintained in companies

Describes the strategic, operational and organizational processes in Cartier, one the most successful luxury product companies in the world

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