Publication type: Conference paper
Type of review: Peer review (abstract)
Title: David versus Goliath “Deluxe” : innovative approaches of niche entrepreneurs and why they flourish in the big shadow of mainstream luxury
Authors: Duma, Fabio
Gadgil, Maya
DOI: 10.15444/GMC2018.12.08.01
Proceedings: 2018 Global Marketing Conference at Tokyo Proceedings
Pages: 1494
Pages to: 1502
Conference details: 2018 Global Marketing Conference, Tokyo, 26-29 July 2018
Issue Date: 2018
Publisher / Ed. Institution: Global Alliance of Marketing & Management Associations
ISSN: 2288-825X
Language: English
Subject (DDC): 338: Production
658.8: Marketing management
Abstract: To be successful in today’s globalized, increasingly digitalized and homogenized luxury business, small independent niche players need to show a great deal of creativity, flexibility and a good sense for the actual tastes and preferences of their globally dispersed clientele. By looking at innovative entrepreneurs and beyond the famous players in the global luxury market, this study – building upon and expanding earlier research of the authors – explores the main strategies enabling independent luxury niche companies to successfully position and effectively differentiate themselves from their larger and financially more powerful competitors. The study examines and further refines the strategy types identified in earlier research and further explores the business model configurations and the specific success factors of independent niche luxury players in a global market dominated by the ever-growing “luxury goliaths”.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: International Management Institute (IMI)
Appears in Collections:Publikationen School of Management and Law

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