Steinway & Sons: Buying a Legend (A)

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【案例名称】Steinway & Sons: Buying a Legend (A)

【作者】John T. Gourville, Joseph B. Lassiter

【页数】23

【格式】PDF

【语言】英语

【出版日期】1999年10月8日

【修订日期】2000年2月3日

【学科】市场营销 (Marketing)

【案例编号】500028-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://hbr.org/product/steinway- ... a/an/500028-PDF-ENG

【简介】

It is 1995 and Steinway & Sons has just been purchased by two young entrepreneurs. For 140 years, Steinway has held the reputation for making the finest quality grand pianos in the world. The past 25 years have proven to be a challenge, however. First, the company has changed hands several times and product quality has become a concern. Second, the worldwide market for pianos has been in a steady decline, and competition for high-end grand pianos has increased. Finally in 1992, Steinway took the questionable steps of introducing a mid-priced line of grand pianos under the brand name "Boston." Designed by Steinway, but manufactured by a Japanese piano maker, the Boston line represented a major shift in strategy for the company. Within this context, what do two young entrepreneurs (with little or no experience in the piano industry) hope to accomplish in buying Steinway? In particular, what value do they bring to the company and what decisions should they make?

【学习目标】

Can be used as a marketing strategy case to explore brand management, raising the question of how best to leverage a strong corporate brand. Can also be used as an industry overview case to study competitive dynamics in a mature industry. Finally, it can be used as an entrepreneurial case to understand the value and limitations entrepreneurs bring to a well-established company. Provides a nice contrast to the more traditional role of entrepreneurs in start-up environments.

【涉及课题】

Brand management; Branding; Entrepreneurship; Marketing strategy

【背景】

    * Company Employee Count: 500
    * Company Revenue: $100 million revenues
    * Event Year Begin: 1995
    * Event Year End: 1995

【下载】

http://www.mbabbs.com/thread-1535-1-1.html

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