LVMH in 2004: The Challenges of Strategic Integration

This case examines the challenges and opportunities for strategic integration at LVMH, a Paris, France-based global luxury brands company. The company is comprised of established and newly-developed brands of luxury goods such as apparel, leather goods, watches, wines and liquors and fragrances which it manufactures and sells in countries around the world. Using in-depth interviews with key LVMH executives, the case gives instructors the opportunity to explore ways in which this company can use (and cannot use) strategic integration to make the most of it luxury empire. Also see SM197 LVMH in 2011: Sustaining Leadership in the Global Luxury Goods Industry.