Creative heritage: Overcoming tensions between innovation and tradition in the luxury industry

Daniel Carvajal Pérez (), Pascal Le Masson (), Benoit Weil (), Axelle Araud and Vincent Chaperon
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Pascal Le Masson: CGS i3 - Centre de Gestion Scientifique i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique
Benoit Weil: CGS i3 - Centre de Gestion Scientifique i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique

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Abstract: "Marketing" and "design" teams often experience conflicts when cooperating on innovation projects. In luxury industries, these difficulties are exacerbated by a tension between innovation and tradition, which, in turn, causes a loss of originality and operational efficiency. Based on three case studies of a luxury champagne house, we provide evidence of the existence of a type of cognitive resource—a creative heritage—that can help marketing and design teams in luxury organizations manage these tensions, address destructive and creative tensions, and, hence, gain originality that is coherent with tradition and operational efficiency.

Keywords: marketing; innovation; organization (search for similar items in EconPapers)
Date: 2020-04-27
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Citations: View citations in EconPapers (2)

Published in Creativity and Innovation Management, 2020

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03022919

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