Appendix: Case Studies

It was December 1995, and the end-of-year shopping season well under way. Mr Guy Leymarie, President of Cartier Japan, was looking forward to the visit the next week of Mr Alain-Dominique Perrin, President of Cartier International, Mr Richard Lepeu, Managing Director of Cartier International, and their team. Perrin and Lepeu came to Tokyo every year in December to discuss the marketing plans put together by Leymarie and his team, and continued from there to visit other Cartier subsidiaries in Asia. His style of leadership was already familiar to Leymarie, who had been Secretary General of Cartier International in Paris until his posting to Japan in February 1992.