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Günter Müller-Stewens
Title
Prof. em. Dr.
Last Name
Müller-Stewens
First name
Günter
Email
guenter.mueller-stewens@unisg.ch
Phone
+41 71 224 2761
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PublicationInsisting on luxury to survive(Kogan Page, 2014)Mastering fundamental crises on the market, like technological upheaval or competition from discounters, poses a major challenge for every company. On the basis of a practical example, we show that perseverance in the luxury segment may be a successful strategy for a medium-sized company to deal with crises. Important success factors include a long-term strategy oriented towards the luxury segment, consistent brand management and a contemporary communication strategy tailored to the target groups.Type: book section