| HBS Case Collection
(Revised from original 2004 version)
Mitchell Family and Mitchells/Richards, The
Describes a small, luxury retail chain's operational sophistication achieved through the use of technology and "high-touch" customer service. A family-run business, Mitchells has built its success with a customer service strategy known internally as "hugging." The term is deceptively simple. The firm's true success lies in its blend of a warm, other-oriented corporate culture, sophisticated information technology, and an effective family business structure. It is currently considering further expansion for future generations. A rewritten version of an earlier case.
Keywords: Family Business;
Customer Relationship Management;
Edmondson, Amy C., John A. Davis, Corey B. Hajim, and Kelly Mulderry. "Mitchell Family and Mitchells/Richards, The." Harvard Business School Case 605-047, September 2007. (Revised from original November 2004 version.)