Strategic Luxury Management is a case-rich and practical overview of how luxury creates value and why some firms are more successful than others. The focus of luxury study has traditionally centered on the clients- drivers of consumption, their perception of the brand and the way to effectively engage with them. Luxury is rarely, however, discussed from a strategic perspective: how luxury managers make complex decisions relative to their competitive environment.
The book provides insight into the luxury industry and how companies face market complexity across three key areas. First, the company itself, determining what defines a luxury firm. Second, the book offers a specific framework to assess creativity across management and not simply as an individual talent. Third, the book considers the competitive landscape and the principles that allow companies to compete consistently and meaningfully. Each chapter includes pedagogical features to ensure comprehension, includ
