A. Lange & Söhne

Stefan  Thomke; Daniela  Beyersdorfer

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Case | HBS Case Collection | March 2017

A. Lange & Söhne

by Stefan Thomke and Daniela Beyersdorfer

Abstract

The case describes how A. Lange & Söhne became one of world's leading watch companies. Its obsession with quality and innovation were behind its initial rise in the 19th century and, after a 40-year involuntary hiatus under the East German regime, again at the end of the 20th century. In 2016 its current CEO Wilhelm Schmid and the heads of product development and production have to decide how to price its innovative watch collection and how to grow the Glashütte-based watchmaker.

Keywords: watches; operational excellence; Brand ＆ product management; Product Development; Leadership; Growth and Development Strategy; Marketing Strategy; Product Positioning; Operations; Production; Innovation and Invention; Price; Business History; Germany;