The Road To Luxury

Ashok Som 지음

Wiley 2015년 01월 28일 출간

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A thorough, comprehensive guide to the luxury goods industry forexecutives, entrepreneurs, and MBA students As key new luxury markets like China and India continue toexpand, this book gives professionals in the industry a holisticunderstanding of luxury market dynamics around the world usingrelevant data and statistics on current market trends. Forinvestors, the book offers valuable insight on where the industryis headed. For industry insiders and executives, it presentsvaluable data with which to craft successful businessstrategies.The definitive insider's guide to the luxury sectorIncludes rigorous academic data, including information on thebusiness attractiveness and appropriateness of various countrymarketsFor professionals in the luxury industry, as well as thosestudying it or investing in it, Luxury presents a completeand information-packed resource covering virtually every aspect ofthis growing sector.

목차

Acknowledgments xi About the Authors xiiiPrologue: The Pink Bag 1Chapter 1: Introduction: Definition and Crisis of Luxury5Issues of Defining Luxury 6Crisis 8The Luxury Industry 10Reaction to the Crisis of Global Markets 12Effect of Crisis on the Luxury Industry 18Strategic Response to Crisis 20Conclusion 25Chapter 2: Evolution of the Global Luxury Market 29Evolution 32How Has It Changed? 38Luxury Industry Trends 40Conclusion 44Chapter 3: Who&-s Who of Luxury 47The Consumers 48The Actors 50Conclusion 88Chapter 4: Branding 89Luxury Marketing: Highly Creative and Selective 92Cobranding: Does It Enhance Branding or Selling? 107Brand Extensions 109Pricing 112Storytelling: Culture, Event, and Communication 115Digital Marketing 119Discussion 129Conclusion 130Chapter 5: Brand Identity, Clients, and Ethos 133Brand Identity 134Ethos 140Clients 144Discussion 149Conclusion 153Chapter 6: Family Houses, Corporatization, and New Entrants155What Is a Family Business? 158Family Business during Crisis 177Family Businesses of the Future: Corporatization 178Changes during Transition from Family Business to Corporation182Entrepreneurs and New Entrants 186Trends and Discussion 190Conclusion 193Chapter 7: Management Styles in the Luxury Industry195Path Dependency: Management Styles 197Managing Paradoxes 202Examples of Styles 210Analysis 227Conclusion 230Chapter 8: Skills 235Historical Craftsmanship 238Entrepreneurial Designers 240The Sales Team 243The Professional Managers 244Skills Required 245Managing Talent 248Conclusion 261Chapter 9: Services: The

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저자(글) Ashok Som

ASHOK SOM is Professor of Global Strategy in the Management Department at ESSEC Business School, Paris-Singapore. He is the founder of the India Research Center, was the Founding Associate Dean of the Global MBA program, and the founder of the Global Management Programs on Luxury and Retail Management (in partnership with Indian Institute of Management (IIM) Ahmedabad, India.CHRISTIAN BLANCKAERT is the Chairman of Petit-Bateau. He is also the Senior Advisor of Eurazeo and a board member of Moncler and Champagne Piper-Heidseick. He has previously served as Executive Vice President of Hermes International from 1996 to 2009.