Case Study

Baldwin bicycle company redux

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?

Retail, Discount Store Sales, Family Ownership, Bicycle
United States of America
Published Sources
© 1998
Available Languages
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