Case | HBS Case Collection | September 1992 (Revised July 1994)

MEM Company, Inc.: English Leather

by Frank V. Cespedes and Laura Goode

Abstract

In 1992, the president of MEM (a producer of personal care products, including men's fragrances) considered a redeployment of field sales efforts and changes in sales compensation policies. Any changes, moreover, must consider the context of strategic decisions concerning English Leather, the firm's major product line. The case provides data concerning consumer behavior and attitudes in the product category, as well as information concerning how changes in competition and distribution channels affect the brand.

Keywords: Change Management; Decision Choices and Conditions; Brands and Branding; Product Positioning; Consumer Behavior; Distribution Channels; Business Strategy; Consumer Products Industry;

Citation:

Cespedes, Frank V., and Laura Goode. "MEM Company, Inc.: English Leather." Harvard Business School Case 593-035, September 1992. (Revised July 1994.)