Ref: IMD-3-1970

Case study

Reference: IMD-3-1970

Order this case study

La Martina (A): "Pasíon Argentina"

Benoit F. Leleux
Dominique Turpin

By Professor Benoit F. LeleuxBenoit F. Leleux, Professor Dominique TurpinDominique Turpin and Thomas Brochier

FEBRUARY 2008. Lando Simonetti was enjoying the relative cool of his Cucha Cucha office in the suburbs of Buenos Aires, Argentina. It may have been cool, but definitely not quiet. His desire to always be in the middle of the action at the company also meant he had to live through the noise of the factory. This ability to stay in close contact with people and realities on the ground had been instrumental in building La Martina from a modest polo equipment provider to the premier polo brand in the world, with global sales in excess of US$200 million.

La Martina was not about polo: it was polo. As an Argentinean of Italian origin, Lando could not have felt prouder to have conquered Europe. At 65, he had reached the pinnacle of the sport he loved so much. A few nagging questions lingered. The brand was being pushed more and more into fashion, a move he had strongly resisted so far. How would this affect its sustainability? La Martina had never been about fashion; it produced and sold functional polo equipment. Polo had become fashionable, and so had its products.

Should he fight the trend or capitalize on it? What would that mean for the company? Fashion also meant growth. So far, he had stubbornly pursued only self-financed growth. Perhaps it was time to consider raising more capital.

Learning Objective

  • Building a brand
  • Managing growth
  • Globalizing.
Keywords Brand DNA, Brand Management, Clothing, Emigrant Entrepreneurship, Entrepreneurship, Fashion, General Management, Growth Financing, Growth Management, Polo, Sports Equipment, Textile
Settings Global, Argentina
March 2008
Type Field Research
Copyright ©2008
Language English
Related material Teaching note, Video
Order this case study

Reference: IMD-3-1970

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, UK Office

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
Email [email protected]

The Case Centre, US office

Babson College

Babson Park, Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
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]

Copyright information

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.


Research Information & Knowledge Hub for additional information on IMD publications

Case study

Reference: IMD-3-1970

Order this case study
Looking for something specific?

Keep reading