LL Bean, Incorporated - The Case Centre

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Case

Reference no. 9-366-013

Subject category: Strategy and General Management

Authors: Frank L Tucker (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1965

Version: 10 December 1987

Length: 13 pages

Data source: Field research

Topics: Buy or make decisions; Direct marketing; Non-store retailing; Planning; Public relations; Recreational equipment; Retailing

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Abstract

Discusses the development and operations of a small manufacturing and mail order company doing $3 million sales. LL Bean operates in violation of most reasonable business principles, but it is profitable and growing.

Location:

Freeport, ME

Industry:

Retail and mail order