Strategic Luxury Management
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, including chapter objectives and self-study questions.
With examples and case studies from international firms illustrating each chapter, Strategic Luxury Management is essential reading for postgraduate, MBA and executive education students studying luxury management, luxury brand management, luxury creativity and innovation, and strategic management, as well as reflective practitioners within the luxury industry.
David Millán Planelles
David Millán Planelles has three main professional passions: executive education, writing and helping executives to create distinctive value.
As a professor, he loves sharing his researches and experiences with students and executives. As an author of teaching materials, he enjoys identifying and explaining the way companies can compete meaningfully and creatively. And as an advisor, he also partakes the pleasure with professionals and boards to develop strategies.
His main area of interest is the strategy of luxury and creativity-driven firms, where he has published different awarded teaching materials.