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MACMILLAN Global Luxury: Organizational Change and Emerging Markets since 1970s

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Description

This comprehensive analysis explores how the luxury industry has become one of the world's fastest-growing sectors since the 1970s, with Europe strengthening its competitive position in global markets. The edited volume examines how luxury brands have created new markets by educating consumers across Asia and beyond about heritage products like French handbags and fine wines, whilst establishing global standards for aspirational lifestyles. A collection of leading scholars contributes chapters analysing the history, organizational structures, and strategic evolution of luxury companies navigating international expansion. The book addresses both the tangible and intangible dimensions of globalization through the lens of the luxury sector, offering insights into how premium brands have shaped consumer preferences and market dynamics across continents. Published by Palgrave Macmillan, this work provides essential reading for students, academics, and professionals studying international business, organizational change, and the economics of luxury markets.

Key Features

Explores the luxury industry's rapid growth and European competitive advantage in global markets since the 1970s.

Features contributions from multiple scholars analysing organizational change within luxury brand expansion.

Examines how luxury companies created emerging markets and educated consumers in Japan and China.

Published by Palgrave Macmillan, offering academic analysis of international luxury business strategy.

Addresses globalization's impact on premium lifestyle standards and consumer aspirations worldwide.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
25 December 2018
Listed Since
27 December 2018

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