Dubai Duty Free

Posted: 9 Mar 2012

See all articles by Rajiv Lal

Rajiv Lal

Harvard University - Business School (HBS)

David Kiron

Massachusetts Institute of Technology (MIT)

Date Written: October 15, 2010


In mid-February 2009, Dubai Duty Free Managing Director Colm McLoughlin received the January sales report. He left the report lying on his desk unopened and went to walk around the shops as he did every morning. When he returned, he sat down at his desk, looked at the cover of the report, then called his wife, Breeda, to confirm that they were hosting a dinner party that weekend for some friends from Ireland who were in town for a golf tournament Dubai Duty Free was supporting.

Learning Objective: To demonstrate how value is created in a customer centric organization.

Suggested Citation

Lal, Rajiv and Kiron, David, Dubai Duty Free (October 15, 2010). Harvard Business School Marketing Unit Case No. 511-034, Available at SSRN:

Rajiv Lal (Contact Author)

Harvard University - Business School (HBS) ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States
617-495-1257 (Phone)
617-496-5637 (Fax)


David Kiron

Massachusetts Institute of Technology (MIT) ( email )

77 Massachusetts Avenue
50 Memorial Drive
Cambridge, MA 02139-4307
United States

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