ESCP Working Paper
1869-5426
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- 74
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untitled document
(2025)
- Im Jahr 2014 hat ein über hundert Jahre altes Familienunternehmen aus Bielefeld den Schritt nach Asien gewagt: Dr. Wolff. Unter der Führung der vierten Familiengeneration wurde eine Wachstumsstrategie entwickelt, die den asiatischen Markt – allen voran China – in den Mittelpunkt stellt. Die Fallstudie zeigt, wie Dr. Wolff durch ein differenzierendes Kernprodukt, gezielte Anpassungen im Marketing-Mix und die Unterstützung des deutschen Stammhauses erfolgreich in den chinesischen Markt eingetreten ist und dort Fuß fassen konnte. Darüber hinaus wird beleuchtet, wie die in China erworbenen Erfahrungen im Bereich des digitalen Marketings und Vertriebs in das deutsche Stammhaus zurückflossen. Abschließend diskutiert die Fallstudie die Herausforderungen, denen sich Dr. Wolff bei der weiteren Expansion im chinesischen Markt stellen muss.
- 73
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Rimowa’s Acquisition by LVMH: A German Mittelstand Firm Becomes Part of a French Luxury Conglomerate
(2025)
- LVMH is the world’s leading luxury firm, with strategic acquisitions playing a central role in its growth. This case study examines LVMH’s takeover of the German luggage manufacturer Rimowa in 2016 and traces Rimowa’s development following the deal. It explores how LVMH integrated Rimowa into its conglomerate, reshaped its strategy through diverse product extensions, frequent high-profile collaborations, and exclusive distribution channels, and repositioned it to appeal to (younger) luxury consumers. The case further analyzes the cultural and managerial challenges of incorporating a German Mittelstand firm into a French multinational luxury group. It concludes by raising questions about the 2024–2025 slowdown of the luxury industry, the ongoing digitalization of (luxury) firms’ processes, and increasing pressures to address sustainability concerns.
- 72
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Lufthansa: A Century of International Growth
(2024)
- Over the last century, the passenger airline industry has undergone a series of transformations, with Lufthansa being a key player not only in Europe, but also worldwide. This case study traces Lufthansa's development, from its origins up until its current status, and outlines its expansion by adding destinations, its role in establishing the Star Alliance and engaging in joint ventures, as well as its acquisitions and minority stakes in airlines such as Air Dolomiti, Swiss International Air Lines, Austrian Airlines and Brussels Airlines. The case study not only explains Lufthansa's internationalization strategy, but it also discusses its efforts to optimize its portfolio. Finally, the case study ends with the sustainability challenges Lufthansa faces, opening up questions of how the company will address environmental concerns.
- 71
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Spotify: From music streaming start-up to global audio company
(2022)
- During the last few decades, the internet and digital technology have fundamentally changed the global music industry. As a consequence, new companies and novel business models have emerged. Spotify, one of the new players in the music industry, has expanded its business activities and grown to become the leading streaming company worldwide. Today, Spotify offers a wide variety of audio products, such as podcasts and audiobooks, to subscribers, as well as significant service solutions for artists and music producers alike. This case study describes the development of the music industry before the advent of Spotify. After presenting Spotify’s origins and after discussing Spotify’s market entry into the most important music market in the world, namely, the US, the case study focuses on the company’s growth. We show that acquisitions of other companies enabled Spotify to develop its services further, as well as to diversify its product portfolio. We also shed light on Spotify’s internationalization as another important driver of firm growth. Over time, Spotify’s relationship with major labels has changed, and this case study reveals how Spotify has gained power while getting more independent from the major labels.
