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?

Keywords
Retail, Discount Store Sales, Family Ownership, Bicycle
Settings
United States of America
1983
Type
Published Sources
Copyright
© 1998
Available Languages
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics