HIGH JEWELRY BRAND GRAFF: KEY FEATURES OF BUSINESS STRATEGY

ЮВЕЛИРНЫЙ БРЕНД GRAFF: КЛЮЧЕВЫЕ ЧЕРТЫ БИЗНЕС-СТРАТЕГИИ

Strelchenko Elena (Стрельченко Е.)
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Strelchenko Elena (Стрельченко Е.): Southern Federal University

State and Municipal Management Scholar Notes, 2019, vol. 4, 143-146

Abstract: The paper analyses luxury market on the example of world-known high jewelry brand Graff. The author introduces the company's business strategies and its distinguishing features from main rivals. The results of the research emphasized key points of the particular brand success, such as vertical integration, direct access to raw gems, dedication to quality, etc.

Keywords: luxury; jewelry market; business strategy; case-study; brand; Graff; brand success; management structure; public company (search for similar items in EconPapers)
Date: 2019
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