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Corporate Level Strategy Article Synopsis

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Chapter 10 – Increasing Profitability through Diversification
CORPORATE LEVEL STRATEGY ARTICLE SYNOPSIS
References/ Retrieved from: http://www.forbes.com/sites/arieladams/2013/03/14/montblanc-on-how-to-be-a-luxury-brand-for-many/
Ariel Adams is an Author and a Forbes Contributor
Just to tell you a little about him, he covers both timepieces and other luxury items that interest him, such as cars and technology. He states that he has an unshakable interest in wrist watches mixed with a passion for curiosity afforded him the opportunity to make them his career. He has spent a lot of his time traveling internationally to Europe to meet with esteemed watch makers and to get a hands-on look at many of the rare and interesting timepieces and items he both loves and write’s about.
CEO of Montblanc is Lutz Bethge
The reason why Adams interviewed Mr. Lutz Bethge was due to the fact that he was curious how he maintained this strong image while diversify its products line that ranges from pens and watches to leather goods and fragrances, while still offering something for customers at the very top. Here is just a little of what Mr. Bethge had to say in reference to that:
CEO Lutz Bethge states his company’s strategy for successfully diversifying its product line with new categories such as leather goods and timepieces, was due to the fact that they could rely on the trust of our customers, who believed in Montblanc as a brand that provided not only excellence in its core category which was writing instruments based on its philosophy of manufacturing competence, highest quality, sustainable value and creativity.
As for their signature pens: Montblanc has the unique benefit that their most iconic product, the Montblanc Meisterstück, both symbolizes exclusivity, as it is a writing instrument, which is at the desk of the most important decision makers in the world, and

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