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
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