Case | HBS Case Collection | June 1981 (Revised May 1988)

L.L. Bean, Inc.: Corporate Strategy

by Hirotaka Takeuchi


L.L. Bean, Inc., a Maine-based manufacturer and mail-order retailer of sporting goods and apparel, has grown from $3 million in sales (1967) to over $120 million (1980). Current projections predict an annual compounded growth of 25% through 1985. Management must decide how to achieve this growth: through mail order, by opening more retail stores, by increasing manufacturing operations, or by going international. In managing growth, the company president is determined to maintain the highly personal service, excellent product quality, and friendly, informal working environment which he considers key to the company's popularity with customers and employees.

Keywords: Globalization; Growth and Development; Growth Management; Production; Quality; Sales; Situation or Environment; Corporate Strategy; Online Technology; Apparel and Accessories Industry; Retail Industry;


Takeuchi, Hirotaka. "L.L. Bean, Inc.: Corporate Strategy." Harvard Business School Case 581-159, June 1981. (Revised May 1988.)