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Insisting on luxury to survive
ISBN
978-0-7494-7166-8
Type
book section
Date Issued
2014
Author(s)
Abstract
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.
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.
Language
English
Keywords
Luxury brands
Leica Camera AG
luxury Company
strategy for survival
brand management
SME
brand core
brand communication
brand steering wheel
HSG Classification
contribution to scientific community
Refereed
No
Book title
The Management of Luxury
Publisher
Kogan Page
Publisher place
London
Start page
287
End page
304
Pages
18
Subject(s)
Division(s)
Eprints ID
234511