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The Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH (HBR OnPoint Enhanced Edition)

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Authors: Bernard Arnault, Suzy Wetlaufer
Publisher: Harvard Business Review

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Product Description
Few companies can boast a collection of star brands like LVMH Moet Hennessy Louis Vuitton, the French powerhouse that owns the likes of Dior, Dom Perignon, and TAG Heuer. What accounts for the company's spectacular success? In a rare interview, the chairman of LVMH, Bernard Arnault, opens the window on that question with HBR editor Suzy Wetlaufer. Arnault identifies how companies build star brands and describes the process LVMH uses to create its wildly innovative products. First, the luxury goods giant begins with radical innovation--an unpredictable, messy, highly emotional activity that the company wholly endorses. Artists must be completely unfettered by financial and commercial concerns, Arnault insists, to do their best work. When it comes to getting that creativity onto the shelves, however, LVMH banishes such chaos. The company imposes strict discipline on its manufacturing processes. Through near-draconian manufacturing disciplines, the company is able to achieve exceptionally high productivity. The bottom line is that LVMH has one goal: star brands. According to Arnault, star brands are born only when a company manages to make products that "speak to the ages" but feel intensely modern.

Product Specifications

Format: Download: Pdf
Media: Digital
Pages: 11
Publication Date: March 1, 2002

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