LVMH Moët Hennessy Louis Vuitton, based in France, operates in wines, spirits, fashion goods, leather goods, perfumes, cosmetics, watches, jewelry and retailing. LVMH’s “stard brands” is a key foundations of the group’s strategy. It has built over time one of the strongest brand portfolio in the sector, counting 60 top brands amongst its five divisions. The “star of star brands”, Louis Vuitton, generates over 80% of earnings in the segment. This case article discusses the paradox of star brands and issues of managing star brands.
SOM, A. (2005). LVMH: Managing the Paradox of Star Brands. Dans: The 2005 International Conference in Management Sciences and Decision Making. Tamkang University, pp. 39-54.