AWARD WINNER - Continuous Improvement: The Journey to Excellence category, EFMD Global Case Writing Competition
Dooney & Bourke, a premium leather-goods provider based in Connecticut for nearly 50 years, was a key player in the premium handbag and accessories market. In mid-2024, Dooney & Bourke was concerned about a loss of market share overall a dependency on the US market segment, and the fear that it was not “top of mind” for a younger, more progressive demographic. Senior Vice President and Head of Brand Strategy Peter Beaugard had to consider various international options for investing the brand’s resources and offer a credible plan to the founder of the company. What tactics could be employed in this scenario? What were the risks of various marketing strategies? And how could Dooney & Bourke mitigate those risks? Could a digital strategy help the company make inroads with international expansion? If so, what would such a strategy look like?