A luxury brand management framework built from historical review and case study analysis

2015 ◽  
Vol 43 (10/11) ◽  
pp. 1083-1100 ◽  
Author(s):  
RayeCarol Cavender ◽  
Doris H. Kincade
Keyword(s):  
Brand Management ◽  
Management Strategies ◽  
Historical Review ◽  
Business Environment ◽  
Fashion Industry ◽  
Corporate Structure ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Industry

Purpose – The purpose of this paper is to develop a luxury brand management (LBM) framework that accounts for the changing luxury environment (i.e. heterogeneous consumer populations, operations within markets of varying maturity, need for seamless customer experiences, and Omni-channel retailing). Framework set within this new luxury business environment and environmental phenomena unique to the fashion industry (i.e. fashion adoption, zeitgeist). Design/methodology/approach – Case study of leading luxury conglomerate, Louis Vuitton Möet Hennessy (LVMH), combined with in-depth historical review of luxury industry. Primary and secondary data sources yielded thick descriptions of brands in LVMH portfolio and larger luxury industry, in which conglomerate is the predominant organizational structure. Content analysis of data-tracked relationships and emergent patterns. Recontextualization techniques were employed to identify key dimensions of brand management operations for sample company and further explicated indicators, sub-variables, and measurements. Macro and micro dimensions were combined for the final framework. Findings – Findings revealed a LBM framework with specific dimensions at the micro or company level that are combined with variables and indicators in the macro-business environment. Strategic management response was also identified as a tool companies can use to synthesize brand management strategies throughout company and remain adaptive to environment. Originality/value – Contributes to company-based luxury research. Holistic findings; framework was constructed from the micro-company level within a macro-environmental context, increasing its relevancy for firms. Potential to be employed in strategic brand management decisions of luxury companies, regardless of their corporate structure, size, or age.

Management of a luxury brand: dimensions and sub-variables from a case study of LVMH

2014 ◽  
Vol 18 (2) ◽  
pp. 231-248 ◽  
Author(s):  
RayeCarol Cavender ◽  
Doris H. Kincade
Keyword(s):  
Brand Management ◽  
Historical Review ◽  
Brand Strategy ◽  
Review Of Literature ◽  
Luxury Goods ◽  
Content Type ◽  
Luxury Brand ◽  
Trade Offs ◽  
Growing Body

Purpose – The purpose of this paper is to develop industry specific operational definitions for marketing dimensions and sub-variables in the luxury goods industry that will contribute to the growing body of company-based research on luxury brand management. Design/methodology/approach – Case study of a leading luxury goods conglomerate provides operational definitions and insight into best practices for management of a luxury goods brand through an in-depth historical review and analysis of variables, measures, relationships, and patterns that emerged throughout the study of the sample company. Findings – Successes and failures of brand management for the sample company for the umbrella variables of brand strategy, growth trade-offs, and strategic planning, and their associated sub-variables, were identified in the review of literature and were analyzed, adapted, and enumerated according to findings from the case study. Research limitations/implications – Results limited to the study of one sample company. Common themes were identified in the management of a luxury brand that can be used by researchers to study other luxury companies. Practical implications – Variables and measures for luxury brand management were identified throughout the review of literature and verified throughout the case study as being instrumental in brand management success of a leading luxury goods conglomerate and may be relevant to other luxury companies aiming to hone their brand management strategies. Originality/value – Luxury goods research is increasing in prominence, but the majority of this research is consumer-based. This research contributes to the growing body of company-based luxury research.

Crisis or opportunity: Marks and Spencer’s tryst with Indian retail

2020 ◽  
Vol 16 (6) ◽  
pp. 671-690
Author(s):  
Arunima Rana ◽  
Ravi Shankar
Keyword(s):  
Decision Making ◽  
International Business ◽  
Brand Management ◽  
Secondary Data ◽  
Business Environment ◽  
Special Focus ◽  
Retail Sector ◽  
Content Type ◽  
Competitor Analysis ◽  
Fashion Retail

Research methodology The case is written using secondary data sources (namely, research documents, press information, journal articles and published interviews). Publicly declared company information has further been leveraged to augment case facts. All information sources have been duly acknowledged in the reference section. Case overview/synopsis The case is written in the backdrop of COVID-19 pandemic and its effect on the Indian retail industry, revolving around scenarios in which a multinational retailer has to decide on its long- and short-term strategy in such an economic crisis. The case story has been developed around Marks and Spencer’s retail venture in the Indian market. With the COVID-19 pandemic impacting business at various levels, with countries moving to lock down and economies shrinking to recessionary levels, one of the worst affected sectors is retail. The teaching case builds upon Mark and Spencer’s initial decision of not entering and extending its food/grocery business in India. While it remained a dominant player in Indian fashion retail for almost two decades, it needs to re-think its decision of entering food retail owing to a pandemic situation affecting its offline sales/store footfall and increasing competition from global fashion brands such as Zara and H&M that had flooded the Indian fashion retail sector. The case provides a context for students to perform environmental factor and competitor analysis for a sector, with special focus on decision making in a changing crisis scenario. Complexity academic level This case could be used in undergraduate and MBA classroom programme, across subjects such as retail management, marketing management, international business, international business environment and strategic business management. This case fits while discussing topics such as business environmental factors, competitor analysis, decision-making under crisis, market entry decision, omnichannel retail strategy, consumer behaviour and brand management.

Extended and experimenting: library learning commons service strategy and sustainability

2016 ◽  
Vol 37 (4/5) ◽  
pp. 265-274 ◽  
Author(s):  
Jennifer Gunter King
Keyword(s):  
Planning Process ◽  
Academic Library ◽  
Historical Review ◽  
Academic Librarians ◽  
Content Type ◽  
Research Engagement ◽  
Learning Commons ◽  
Library Research ◽  
The Commons

Purpose – The purpose of this paper is to share a compelling example of a library’s willingness to develop and design itself as an open-ended process. Design/methodology/approach – The case study provides a historical review of the library’s founding design, and an overview of the process and approach to redesign. The study contextualizes the library within current academic library research and literature. Findings – This paper explores the research, engagement and planning process behind the library’s exploration of new models and service configurations. The project was an engaged, inclusive, transparent, library-led process. The commons reestablishes the library as the “nerve center” of the campus. Originality/value – The paper offers an update to a 1969 report, and later book by Robert Taylor on the Harold F. Johnson Library at Hampshire College, designed as a prototype of an academic library. This paper will be of value to academic librarians, administrators, and historians.

Innovative management strategies for building and sustaining a digital initiatives department with limited resources

2018 ◽  
Vol 34 (2) ◽  
pp. 117-136 ◽  
Author(s):  
A. Miller
Keyword(s):  
Project Management ◽  
Management Practices ◽  
Management Strategies ◽  
Academic Library ◽  
Collaborative Management ◽  
Strong Line ◽  
Content Type ◽  
Innovative Strategies ◽  
Other Information

Purpose The purpose of this paper is to offer and explore innovative strategies for building and sustaining digital initiatives at information organizations. Although the examples provided are based on case studies at an academic library, the practices are rooted in project management principles and therefore applicable to all library types, museums, archives and other information organizations. The innovative strategies on staffing and funding will be particularly useful to organizations faced with monetary and staffing shortages and highlights collaborative management practices. Design/methodology/approach Concept of strategic and collaborative management practices led by an experienced project manager cross-trained in management, technical and soft skills enables the successful development and sustainability of digital initiatives. A cross-trained librarian’s management practices of leading the Digital Scholarship Initiatives at a particular university will be examined as a case study and aided with literature supporting the need for digital initiatives leaders to have training beyond the credentials of librarian, curator, archivist or historian in the technologically savvy twenty-first century ecology of information centers. Findings The innovative strategies implemented in the case study yielded increases in the number of hours of digital lab usage, digital projects developed, seminars or workshops presented, attendance of library hosted events, number of programs implemented and awareness on campus, all with limited staff and funding. The variety and level of production and marketing is instrumental to the growth and sustainability of digital initiatives. Practical implications The innovative strategies emphasized in this paper use the concept of borrowed or shared time to start staffing needs and is particularly helpful to organizations that do not have a strong line of dedicated staffing or funding to begin building digital initiatives. Offers small ways to start immediately while setting the stage to plan for big ideas for the future. Originality/value This paper suggests a credentialed information expert, such as a librarian, archivist or curator, that is, also cross-trained in project management and technology is the key to not only successfully leading digital initiatives but is instrumental for its sustainability and the marketing, growth and future of digital initiatives.

Knowledge acquisition via internet-enabled platforms

2019 ◽  
Vol 36 (1) ◽  
pp. 74-107 ◽  
Author(s):  
Charmaine Glavas ◽  
Shane Mathews ◽  
Rebekah Russell-Bennett
Keyword(s):  
Knowledge Acquisition ◽  
International Business ◽  
Evidence Base ◽  
Business Environment ◽  
Case Study Methodology ◽  
Content Type ◽  
Multiple Case ◽  
Study Methodology ◽  
Flow Of Information

Purpose Technology has profoundly transformed the international business environment, particularly regarding the flow of information and the way in which knowledge is acquired and shared. Yet, the extent of this transformation is still underappreciated. The purpose of this paper is to examine how small and medium-sized enterprise (SME) owner/founders acquire and utilize knowledge for internationalization via internet-enabled platforms. Design/methodology/approach The empirical analysis draws on multiple case study methodology to examine 13 Australian SME owner/founders and the knowledge they acquire from utilization of internet-enabled platforms. Findings The analysis reveals four differing types of internet-enabled experiences: “technical internet-enabled experiences,” “operational internet-enabled experiences,” “functional internet-enabled experiences,” and “immersive internet-enabled experiences.” The findings indicate that internet-enabled experiences can generate both explicit and tacit forms of knowledge for the pre, early and later phases of internationalization. Practical implications The findings provide a structured approach by allowing SMEs to “plot” themselves against the classification of internet-enabled experiences to denote their level of technological involvement, and for discerning the types of knowledge that can be acquired. The findings are particularly helpful for owner/founders, highlighting that internet-enabled platforms are affecting the ways in which knowledge can be acquired and applied to international businesses processes. Originality/value The findings extend the conventional notion of knowledge acquisition for international business by highlighting how information and knowledge can be acquired via internet-enabled platforms. The findings lay the necessary groundwork for building an evidence base and theoretically extending the concept of knowledge acquisition via internet-enabled platforms.

Scaling up Sirohi: can women empowerment and sustainability drive a luxury brand?

2021 ◽  
Vol 11 (4) ◽  
pp. 1-42
Author(s):  
Neena Sondhi ◽  
Rituparna Basu
Keyword(s):  
Brand Management ◽  
Emerging Market ◽  
Scale Up ◽  
Sustainable Growth ◽  
Social Entrepreneur ◽  
Difficulty Level ◽  
Content Type ◽  
Luxury Brand ◽  
Academic Level ◽  
Market Driven

Learning outcomes The case offers a unique opportunity to understand the market dynamics of a young luxury brand that aspires to empower women and pursue the broader goal of marketing sustainability in an emerging market. The discussion would enable learners to conduct environmental analysis and assess implications of crisis (current pandemic) on business, understand the marketing mix implications for a firm with societal orientation, learn to design effective brand positioning strategies and plan social and market driven brand strategies to ensure sustainable growth. Case overview/synopsis Gauri Malik, an investment banker-turned-social entrepreneur, forayed into the luxury home décor and furniture market with Sirohi, in 2019. In a market driven by exclusivity and design appeal, the brand had sustainability at its core. Malik worked with 200 women, from a conservative rural base in India to create traditional products that were hand-made with recycled natural fibres and upcycled plastic wastes. Driven by the goal of securing the livelihood for a larger group of women artisans, Malik wanted to scale up from 350 to 5000 products in the next five years. Hence, for materializing her ambitious plans she sought answers to- Could her home-trained women artisans deliver the promise of quality and finesse to support Sirohi scale up as a luxury brand? While it was extremely critical for Sirohi to have an articulated image-she wondered if the parallel focus on the up-market luxury brand image and sustainability-create competitive advantage or lead to diffused positioning? Complexity academic level Classified as MODERATE in terms of difficulty level, the case can be effectively used in post-graduate programmes for foundation courses on Marketing Management, elective courses on Brand Management or Sustainability Marketing. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

The rebranding of VoiceStream to T-Mobile

2018 ◽  
Vol 14 (6) ◽  
pp. 635-647
Author(s):  
Anthony Allred ◽  
Skyler King ◽  
Clinton Amos
Keyword(s):  
Brand Management ◽  
Senior Management ◽  
Historical Background ◽  
Graduate Courses ◽  
Content Type ◽  
Communications Industry ◽  
Branding Strategies ◽  
Depth Interviews

Synopsis VoiceStream was a strong brand within the digital wireless communications industry at the time CEO Robert Dodson led the company. It had a loyal following of customers and a strong reputation for value. Despite pushback from senior management, CEO Robert Dotson made the decision to undergo a rebranding strategy during a period of declining revenue and growth. As VoiceStream transitioned to T-Mobile, it had initial success, but faced the challenge of how to position the brand long term. Research methodology This case study was written with the historical background of a well-known company and traces key decisions made during the company’s rebranding transition. This case comes complete with insights from then current CEO, Robert Dotson. Relevant courses and levels This case is suitable for undergraduate and graduate courses in marketing, management or strategy, where students are studying brand management. Additionally, this case will be valuable for courses that include advanced branding strategies such as rebranding. This case could also be used for discussion in positioning and advertising techniques. This case includes, via in-depth interviews, critical strategic insights from CEO Robert Dotson. The case illustrates some of the major opportunities and threats associated with the VoiceStream/T-Mobile rebranding strategy.

Amazon India’s “Apni Dukaan”: branding strategy

2018 ◽  
Vol 8 (3) ◽  
pp. 1-15
Author(s):  
Neetu Yadav ◽  
Mahim Sagar
Keyword(s):  
Brand Management ◽  
Subject Area ◽  
Current Status ◽  
Branding Strategy ◽  
Content Type ◽  
Global Brand ◽  
Branding Strategies ◽  
Fierce Competition

Subject area Brand Management, Branding Strategy, Strategic Management. Study level/applicability The case study is suitable for postgraduate management programs, such as MBA, Executive MBA and executive development programs. Case overview This case study provides a detailed analysis of Amazon India’s branding strategy by way of analyzing popular branding campaigns such as “Try to kar”, “Aur Dikhao”, “Kya Pehnu” and “Apni Dukaan” that enabled the global brand to reach to the masses of Tier-II and Tier-III cities in India. Facing fierce competition from existing market leaders such as Flipkart and Snapdeal, Amazon India strategizes to attract Indian consumers by rightly capturing their behavior in terms of demanding “highest power of options”, “fashion choices”, “originality” and “trust” with its local flavored advertisement campaigns enabling it to create a “trusted, reliable and local” brand identity. With the help of sufficient data and numbers about the industry, company and competitors, the analysis presents a clear picture of the current status of Amazon in the Indian e-commerce space and leaves the readers with food for thought concerning whether this “culture-specific” branding strategy will enable Amazon to become the number one choice for Indian online shoppers in the near future. Expected learning outcomes This case study helps students to understand how global MNCs use unique branding strategies to capture mass-markets in e-commerce business, the role of culture-specific aspects in developing differentiation strategies and the role of local flavors in branding strategies and internationalization. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code: CSS 8: Marketing.

Understanding trust across cultures: an empirical investigation

2019 ◽  
Vol 29 (4) ◽  
pp. 286-314
Author(s):  
Namporn Thanetsunthorn ◽  
Rattaphon Wuthisatian
Keyword(s):  
National Culture ◽  
Management Strategies ◽  
Business Environment ◽  
Business Success ◽  
Learning Material ◽  
Global Business ◽  
Business World ◽  
Content Type ◽  
Starting Point ◽  
Managerial Implications

Purpose In today’s business world, trust is an essential ingredient for business success, as it serves as a foundation for enhancing a network of positive relationships among businesses, clients, employees and stakeholders. This study aims to shed light on a deeper and more substantial understanding of trust by examining the casual association between national culture and trust. Design/methodology/approach The study empirically investigates the extent to which cultural factors promote and constrain the level of trust using a mixed sample of 46 developed and developing countries observed over the period of 1990-2014. Findings The study provides new empirical evidence that trusting behavior is explained systematically by national culture. Countries with high individualistic and high long-term oriented cultures are the most favorable environment that fosters trust among people in society. In contrast, individuals from countries with the expression of high power distance and high uncertainty avoidance cultures appear to exhibit less trust in others. Practical implications The study provides managerial implications, especially for managers and management consultants in a global context, regarding the cultural relevance of trust in the new and foreign environment, and the effective management of trust among culturally diverse workforces and business relationships. In addition, the study should serve as a supplemental learning material in the business and management disciplines to demonstrate the essential role of trust in the global business environment. Originality/value The study adds to the existing body of knowledge on trust by offering new empirical insights into how culture plays an influential role in the creation of trust. This serves as a good starting point for academic scholars and practicing professionals to further develop appropriate management strategies and execution plans for managing trust across different cultural settings.

Identifying risks and mitigation strategies in private sector participation (PSP) in power generation projects in Ghana

2017 ◽  
Vol 15 (2) ◽  
pp. 153-169 ◽  
Author(s):  
Collins Ameyaw ◽  
Hans Wilhelm Alfen
Keyword(s):  
Power Generation ◽  
Private Sector ◽  
Management Strategies ◽  
Case Study Research ◽  
Mitigation Strategies ◽  
Content Type ◽  
Private Sector Participation ◽  
Risk Management Strategies ◽  
Private Investors

Purpose The purpose of this paper is to identify the risks associated with private sector participation (PSP) in power generation (PG) projects, how they were allocated and the strategies used to mitigate their likely adverse effects. Design/methodology/approach The paper adopts case study research method and cross-case analyses to unearth the key risks and the contractual instruments used to manage them. Findings The paper identified 30 risk factors associated with four major private sector PG projects in Ghana. The allocation and mitigation strategies of these risks are also reported. Originality/value This is the first study to create a risk register of PSP PG projects. Private investors and government have been provided with a comprehensive list of risks associated with PG infrastructure. Would-be investors have also been armed with some potential risk management strategies for proper project structuring.

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