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Palgrave Macmillan

Luxury Brands in Emerging Markets

ISBN 9781137330529
Publication Date March 2014
Formats Hardcover Ebook (EPUB) Ebook (PDF) 
Publisher Palgrave Macmillan

The rewards of success in emerging markets are potentially huge, and as luxury companies continue to expand their global reach, they will need to continually assess if their current strategy is delivering competitive advantage. Luxury Brands in Emerging Markets is an invaluable repository of knowledge that brings clarity to key issues and trends for practitioners, academics and students of luxury brands. It sets out to decode the luxury markets in the primary emerging markets (BRICs) and provide a rich resume of the key factors that influence the effectiveness of luxury brand strategies. Emerging markets are incessantly evolving and the continuous need for new market intelligence will be critical in addressing complex issues and delivering business success. It is these new insights at the very frontiers of new knowledge and practice that will provoke dialogue and debate in the boardroom, as well as in classrooms that are preparing future luxury company executives.

Glyn Atwal is Associate Professor of Marketing at Burgundy School of Business, France. His teaching, research, and consultancy expertise focuses on luxury marketing and strategy. He is co-editor of The Luxury Market in India: Maharajas to Masses. Prior to academia, Glyn worked for Saatchi & Saatchi, Young & Rubicam, and Publicis.

Douglas Bryson is Professor at the ESC Rennes School of Business, France. His research is rooted in applied psychology and includes the study of creative work environments, new product adoption, issues in luxury brand management, and brand image. Douglas has experience of consulting in North America, Eastern Europe, and Central Asia.

1. Understanding the Brazilian Luxury Consumer; Claudio Diniz, Glyn Atwal and Douglas Bryson
2. Novel Luxury: Made in Brazil; Jonas Hoffmann
3. The Cultural Construction of Brazilian Bodies and Status: A Socio-Semiotic Approach to Luxury Brands; Nacima Ourahmoune, Bernardo Figueiredo and Pilar Rojas
4. Deciphering the Russian Puzzle: How History, Culture, and Demography Drive Luxury Consumption in Europe's Largest Country; Irina Kulikova and Frédéric Godart
5. Identifying Distribution Options and Consumer Profiles in the Russian Luxury Market; Daria Yadernaya
6. The Idiosyncrasies of Luxury Consumption in Russia; Paul Sanders and Paulina Tsimakhovich
7. The Luxury Landscape in India: Consequences for the Wine Sector; Kartik Dave, Glyn Atwal and Douglas Bryson
8. From Local Taste to Luxury Experience: Insights into Culinary Distinction; Nilanjana Sinha, Himadri Roy Chaudhuri and Sitanath Mazumdar
9. Sugar and Spice: The Rise of the Indian Female Luxury Consumer; Glyn Atwal, Soumya Jain and Douglas Bryson
10. From China to the World: What Drives China's Taste for Luxury and what it means for Luxury Brands; Frédéric Godart and Yue Zhao
11. Hunting the Luxury Dragon: Following the Trail and Foreseeing the Path of Luxury Consumption in China; Serena Rovai
12. Connecting with the Chinese Consumer; Kunal Sinha
13. Luxury in China: The End of Bling; Ben Cavender, Kevin Der Arslanian and Conlyn Chan
14. Luxury Brands and Deriving Fashion Meanings in an Advertising Context in Hong Kong; Tommy Tse and Len Tiu Wright
15. China: Incubator of Luxury's New Business Models; Michel Gutsatz
16. Towards a Definition of Authentic African Luxury: Luxe Ubuntu; Swaady Martin-Leke and Elizabeth Ellis
17. Afro Luxe – The Meaning of Luxury in South Africa; Inka Crosswaite
18. Going beyond Misconceptions: Avoiding Pitfalls on the Route to Sustainable Growth; Douglas Bryson and Glyn Atwal


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