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Case Study

Baldwin bicycle company redux

By J. B. M. Kassarjian

6 pages

June 1998

Reference: IMD-3-0751

The Baldwin Bicycle Company was a classic case of a family firm unable to fight out of a declining competitive middle ground, pressured on the one hand by the high-end specialty manufacturers, and on the other by the low-price bicycles being imported from a growing number of Asian manufacturers with lower costs. As newly appointed Marketing Vice President, Suzanne Leister, was also the first non-family member to be admitted to the exclusive “Baldwin Family Execs”. Would her proposed Hi-Valu deal, which would involve private branding and considerably lower margins, live up to her expectations?

Keywords

Retail, Discount Store Sales, Family Ownership, Bicycle

Settings

United States of America
1983

Type

Published Sources

Available Languages

English

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Case reference: IMD-2663 ©2025

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Reference IMD-2663

Organization Medacta Group

Industry Healthcare, Medical Device

Available Languages English

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