In recent times, the advent of new technologies, the concerns about
sustainability, and the new tastes of the youngest generations of
luxury consumers have affected the traditional dynamics of the
luxury goods markets. These emerging issues have caused significant
changes in the marketing of luxury goods. Sustainable development
is not a new practice in the luxury market but is of increasing
importance. The real challenge is for luxury companies to overcome
the residual corporate social responsibility perspective to embrace
a real integration of environmental, ethical, and social concerns
into the corporate strategy. Integrated output and sustainable
processes, the introduction of non-financial reporting as
operational practice, and a new orientation to circular economy
practices are emerging issues that still today request for a deeper
exploration both on the academic and managerial point of view.
Digitalization is another relevant issue that is reshaping the
business model of luxury companies. Big data, blockchain,
omnichannel experience, and digital customer experience represent
the main digital challenges that luxury brand companies are facing
nowadays. Luxury brands must keep up with these digital demands and
sustainability concerns to maintain their position in the global
market. Developing Successful Global Strategies for Marketing
Luxury Brands upgrades the most relevant theoretical frameworks and
empirical research about the marketing of luxury goods. This book
is focused on contemporary issues affecting luxury industries such
as digital transformation (blockchain, big data, analytics,
innovation processes), sustainable development, changes in luxury
consumers' behavior, integration between physical and online
channels, and the development of social media marketing strategies.
Chapters will cover areas of marketing, management, buyer behavior,
and international business, creating a multidisciplinary approach
for this book. This book is ideal for scholars, local government
agencies and public bodies, managers, luxury business owners, along
with practitioners, stakeholders, researchers, academicians, and
students who are interested in emerging issues affecting the luxury
market, such as sustainability and digital transformation.
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