Abstract
More and more luxury brands are recognizing the innovation of startups and even acquiring them for their technology and for future growth. This is all in an environment where rising affluence and mobile connectivity have created an epic shift towards more varied, complex, individualized, and meaningful forms of luxury consumption. Many entrepreneurs have risen to the challenge with their startups and their enterprises bringing fresh ideas and innovations to market. This chapter focuses on the issues that face entrepreneurs serving the luxury sector. In each section we have started by briefly outlining some theoretical constructs before we provide you with examples of the application of theory through various case studies.
| Original language | English |
|---|---|
| Title of host publication | Contemporary Issues in Luxury Brand Management |
| Editors | Sylvie Studente, Eleonora Cattaneo |
| Publisher | Routledge |
| Chapter | 2 |
| ISBN (Electronic) | 9781003015826 |
| ISBN (Print) | 9780367859305 |
| Publication status | Published - 31 Mar 2023 |