Purpose Discovery as Managerial Sensemaking in Luxury Branding under Heritage-Innovation Tensions

Glyn Atwal () and Klaus Heine
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Glyn Atwal: BSB - Burgundy School of Business (BSB) - ESC Dijon-Bourgogne, CEREN - Centre de Recherche sur les Entreprises - BSB - Burgundy School of Business (BSB) - ESC Dijon-Bourgogne

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Date: 2026-03-05
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Published in 3rd International Society for Luxury Management (ISLUX) Conference 2026, Mar 2026, Paris, France

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