The best case study I have ever used with MBA students is the story of Levi’s suit business. It sounds too bizarre to be true, but it is all too real.
A young and extremely enthusiastic marketing manager called Steve Goldstein starts working on a new product innovation – Levi’s Tailored Classics – an off-the peg, low-priced suit that Levi’s plans to market to its existing customer base for jeans. When I used to introduce the idea of Levi’s making suits to the classroom, every MBA student would wince. And it gets worse as Goldstein works out his pricing, product design and ad campaign (a man in a suit with a horse).
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