Managing creatively-inspired brands: a commentary and research direction

Delphine Dion ()
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Delphine Dion: ESSEC Business School

AMS Review, 2021, vol. 11, issue 3, No 21, 473 pages

Abstract: Abstract In their conversation, Professor Gregory Carpenter, the Harold T. Martin Professor of Marketing at Northwestern, and Xavier Barlier, head of marketing in the US for Champagne Louis Roederer, discuss challenges managers face in keeping luxury brands relevant. The topics raised throughout the interview give rise to numerous interesting research questions on creatively inspired-brands.

Keywords: Luxury; Innovation; Craftsmanship; Artification; Market orientation; Authenticity (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/s13162-021-00206-y

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