| Publication type: | Conference paper |
| Type of review: | Peer review (abstract) |
| Title: | David versus Goliath “Deluxe” : innovative approaches of niche entrepreneurs and why they flourish in the big shadow of mainstream luxury |
| Authors: | Duma, Fabio Gadgil, Maya |
| DOI: | 10.15444/GMC2018.12.08.01 |
| Proceedings: | 2018 Global Marketing Conference at Tokyo Proceedings |
| Page(s): | 1494 |
| Pages to: | 1502 |
| Conference details: | 2018 Global Marketing Conference, Tokyo, 26-29 July 2018 |
| Issue Date: | 2018 |
| Publisher / Ed. Institution: | Global Alliance of Marketing & Management Associations |
| ISSN: | 2288-825X |
| Language: | English |
| Subject (DDC): | 338: Production 658.8: Marketing management |
| Abstract: | To be successful in today’s globalized, increasingly digitalized and homogenized luxury business, small independent niche players need to show a great deal of creativity, flexibility and a good sense for the actual tastes and preferences of their globally dispersed clientele. By looking at innovative entrepreneurs and beyond the famous players in the global luxury market, this study – building upon and expanding earlier research of the authors – explores the main strategies enabling independent luxury niche companies to successfully position and effectively differentiate themselves from their larger and financially more powerful competitors. The study examines and further refines the strategy types identified in earlier research and further explores the business model configurations and the specific success factors of independent niche luxury players in a global market dominated by the ever-growing “luxury goliaths”. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/14749 |
| Fulltext version: | Published version |
| License (according to publishing contract): | Licence according to publishing contract |
| Departement: | School of Management and Law |
| Organisational Unit: | International Management Institute (IMI) |
| Appears in collections: | Publikationen School of Management and Law |
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Duma, F., & Gadgil, M. (2018). David versus Goliath “Deluxe” : innovative approaches of niche entrepreneurs and why they flourish in the big shadow of mainstream luxury [Conference paper]. 2018 Global Marketing Conference at Tokyo Proceedings, 1494–1502. https://doi.org/10.15444/GMC2018.12.08.01
Duma, F. and Gadgil, M. (2018) ‘David versus Goliath “Deluxe” : innovative approaches of niche entrepreneurs and why they flourish in the big shadow of mainstream luxury’, in 2018 Global Marketing Conference at Tokyo Proceedings. Global Alliance of Marketing & Management Associations, pp. 1494–1502. Available at: https://doi.org/10.15444/GMC2018.12.08.01.
F. Duma and M. Gadgil, “David versus Goliath “Deluxe” : innovative approaches of niche entrepreneurs and why they flourish in the big shadow of mainstream luxury,” in 2018 Global Marketing Conference at Tokyo Proceedings, 2018, pp. 1494–1502. doi: 10.15444/GMC2018.12.08.01.
DUMA, Fabio und Maya GADGIL, 2018. David versus Goliath “Deluxe” : innovative approaches of niche entrepreneurs and why they flourish in the big shadow of mainstream luxury. In: 2018 Global Marketing Conference at Tokyo Proceedings. Conference paper. Global Alliance of Marketing & Management Associations. 2018. S. 1494–1502
Duma, Fabio, and Maya Gadgil. 2018. “David versus Goliath “Deluxe” : Innovative Approaches of Niche Entrepreneurs and Why They Flourish in the Big Shadow of Mainstream Luxury.” Conference paper. In 2018 Global Marketing Conference at Tokyo Proceedings, 1494–1502. Global Alliance of Marketing & Management Associations. https://doi.org/10.15444/GMC2018.12.08.01.
Duma, Fabio, and Maya Gadgil. “David versus Goliath “Deluxe” : Innovative Approaches of Niche Entrepreneurs and Why They Flourish in the Big Shadow of Mainstream Luxury.” 2018 Global Marketing Conference at Tokyo Proceedings, Global Alliance of Marketing & Management Associations, 2018, pp. 1494–502, https://doi.org/10.15444/GMC2018.12.08.01.
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