Full Description
Internationalization is an essential component of the business model for luxury fashion companies. Hence, regardless of their size, luxury firms have to develop in foreign markets to seek global demand, build a global image, and manage distribution and communications effectively. Filling a gap in current literature, this book examines the motives, processes, and forms assumed for the internationalization of luxury fashion companies and the relationship between internationalization and business models, with a focus on small and medium-sized enterprises (SMEs) and the specific challenges they face. The book proposes cases of Italian SMEs, being Italy a country that is globally recognized as a key player in the luxury fashion industry. Specifically, the authors link internationalization with business models and discuss the business model of luxury fashion SMEs, characterized by "genetic internationalization". Finally, the authors address the main theoretical and managerialimplications emerging from their empirical research and discuss the applicability of this model to luxury companies in general. Offering a comprehensive and in-depth view of luxury fashion SMEs, this book is targeted to students, scholars and practitioners interested in luxury firms, internationalization, and business models.
Contents
Chapter 1: Introduction.- Chapter 2: Luxury and internationalization: motives and features.- Chapter 3: The internationalization of luxury fashion.- Chapter 4: The international dimension of the luxury fashion business models.- Chapter 5: Methodology, empirical context, and two cases of internationalization of luxury artisans in local clusters.- Chapter 6: The internationalization of luxury fashion SMEs after a path of dimensional growth.- Chapter 7: Internationalization and business models of luxury fashion SMEs: some emerging issues.- Chapter 8: Conclusions.
