Eagle in the Aquarium

Jonas Hoffmann and Laurent Lecamp
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Jonas Hoffmann: SKEMA Business School
Laurent Lecamp: Carl F. Bucherer

Chapter Chapter 5 in Independent Luxury, 2015, pp 143-171 from Palgrave Macmillan

Abstract: Abstract Several companies are disrupting the way that luxury companies create, deliver and capture value. Globalization and digitization are powerful enablers to reconfigure resources at the levels of funding (e.g. crowdfunding), design (e.g. 3D design), manufacturing (e.g. 3D printing), distribution (e.g. online platforms), marketing and communication (e.g. online social networks). The eagle in the aquarium symbolizes these “invaders” in the luxury ecosystem, which will be presented in this chapter.1

Keywords: Online Social Network; Brand Equity; Circular Economy; Luxury Brand; Digital Ecosystem (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-48146-7_6

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DOI: 10.1057/9781137481467_6

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