1. ZHAW digitalcollection
  2. School of Management and Law
  3. Publikationen
  4. Publikationen School of Management and Law
Full metadata record
DC FieldValueLanguage
dc.contributor.authorDuma, Fabio-
dc.contributor.authorPopcsev, Mark-
dc.contributor.authorSeelhofer, Daniel-
dc.date.accessioned2018-11-16T11:01:35Z-
dc.date.available2018-11-16T11:01:35Z-
dc.date.issued2017-
dc.identifier.issn2288-825Xde_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/12917-
dc.description.abstractOver the last decades, the global luxury business has become dominated by large conglomerates. Backed by the financial power of their parent companies, formerly small and often family-owned brands have expanded their presence around the globe. They have established themselves in some of the most expensive shopping districts, acquired illustrious testimonials, and sponsored prestigious events. Almost overwhelmed by the omnipresence of luxury, consumers are said to have begun looking for the “genuine” and “unique,” favoring smaller, less homogenized and more intimate luxury brands not necessarily known to the larger public. This study thus looks beyond the well-known players in the luxury market and explores the differentiating strategies used by independent niche luxury companies. It aims to identify factors contributing to their success in a global market otherwise dominated by ever-growing luxury giants.de_CH
dc.language.isoende_CH
dc.publisherGlobal Alliance of Marketing & Management Associationsde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectIndependent luxury brandde_CH
dc.subjectLuxury managementde_CH
dc.subjectLuxury strategyde_CH
dc.subjectSuccess factorde_CH
dc.subject.ddc338: Produktionde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleEconomies of small : niche strategies and success factors of independent luxury brands in a global market dominated by big businessde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInternational Management Institute (IMI)de_CH
dc.identifier.doi10.15444/GFMC2017.04.08.01de_CH
zhaw.conference.details2017 Global Fashion Management Conference, Vienna, 6-9 July 2017de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end350de_CH
zhaw.pages.start343de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewPeer review (Abstract)de_CH
zhaw.title.proceedingsGlobal Fashion Management Conferencede_CH
Appears in collections:Publikationen School of Management and Law

Files in This Item:
There are no files associated with this item.
Show simple item record
Duma, F., Popcsev, M., & Seelhofer, D. (2017). Economies of small : niche strategies and success factors of independent luxury brands in a global market dominated by big business [Conference paper]. Global Fashion Management Conference, 343–350. https://doi.org/10.15444/GFMC2017.04.08.01
Duma, F., Popcsev, M. and Seelhofer, D. (2017) ‘Economies of small : niche strategies and success factors of independent luxury brands in a global market dominated by big business’, in Global Fashion Management Conference. Global Alliance of Marketing & Management Associations, pp. 343–350. Available at: https://doi.org/10.15444/GFMC2017.04.08.01.
F. Duma, M. Popcsev, and D. Seelhofer, “Economies of small : niche strategies and success factors of independent luxury brands in a global market dominated by big business,” in Global Fashion Management Conference, 2017, pp. 343–350. doi: 10.15444/GFMC2017.04.08.01.
DUMA, Fabio, Mark POPCSEV und Daniel SEELHOFER, 2017. Economies of small : niche strategies and success factors of independent luxury brands in a global market dominated by big business. In: Global Fashion Management Conference. Conference paper. Global Alliance of Marketing & Management Associations. 2017. S. 343–350
Duma, Fabio, Mark Popcsev, and Daniel Seelhofer. 2017. “Economies of Small : Niche Strategies and Success Factors of Independent Luxury Brands in a Global Market Dominated by Big Business.” Conference paper. In Global Fashion Management Conference, 343–50. Global Alliance of Marketing & Management Associations. https://doi.org/10.15444/GFMC2017.04.08.01.
Duma, Fabio, et al. “Economies of Small : Niche Strategies and Success Factors of Independent Luxury Brands in a Global Market Dominated by Big Business.” Global Fashion Management Conference, Global Alliance of Marketing & Management Associations, 2017, pp. 343–50, https://doi.org/10.15444/GFMC2017.04.08.01.


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.