Growing luxury brands through culture-driven innovation

Klaus Heine; Glyn Atwal

doi:10.1002/jsc.2524

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Growing luxury brands through culture-driven innovation

Journal article

Peer reviewed

Growing luxury brands through culture-driven innovation

Klaus Heine and Glyn Atwal

Strategic Change, Vol.31(5), pp.533-543

01/09/2022

DOI: https://doi.org/10.1002/jsc.2524

Abstract

luxury

Luxury branding

Brand culture

Innovation

entrepreneurship

The overall objective of the paper is to explore the avenues and success factors to create cultural innovation within the luxury sector. A Brand Culture Canvas was developed that provides a framework to identify the main components of Brand Culture. This framework can be applied for luxury brands to create cultural meaning and innovation.

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Title: Growing luxury brands through culture-driven innovation
Creators: Klaus Heine (Author) - École de management de Lyon
Glyn Atwal (Author) - Université Bourgogne Franche-Comté
Publication Details: Strategic Change, Vol.31(5), pp.533-543
Format: 533-543 p.
Identifiers: 9917751009453
Academic Unit: emlyon business school
Language: English
Resource Type: Journal article
Local Fields: 718192

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Collaboration types: Domestic collaboration
Citation topics: 6 Social Sciences; 6.3 Management; 6.3.65 Consumer Behavior
Web of Science research areas: Business, Finance