Luxury has been fascinating humanity for millennia and it seems that it will continue to do so in the future. As we can see in developed countries with populations living in relative affluence, luxury takes different forms, becoming less materialistic when people already own a house, two cars and a boat, but now crave wellness treatments and more recreational time. However, luxury will always have a material aspect as embodied by beautiful products made from exclusive materials by skilled artisans with an eye for detail. One way or another, luxury is big business and an important economic factor all over the world, especially in Switzerland, a country with few natural resources to speak of but a wealth of knowledge when it comes to services (e.g. hotel management) and the manufacture of exclusive products such as watches, textiles, and of course chocolate – to name just a few. Indeed, a significant proportion of Swiss GDP comes from the production of luxury goods which are exported all over the world. In this publication we examine the phenomenon of luxury, its roots, and its economic impact both globally and in Switzerland. You will learn more about global luxury markets, well-known and niche market players, as well as major trends shaping the definition of luxury and the management and marketing of luxury brands in the future.

Offering a holistic approach to positive luxury, this comprehensive book provides a novel framework grounded in the new paradigm of Transformative Luxury Research (TLR) stream. TLR helps luxury businesses and researchers develop in-depth knowledge about the mechanisms and factors that shape the future of positive luxury thinking and doing while promoting collective and individual well-being outcomes, social justice, eco-friendly practices, and sustainable growth, involving various stakeholders, communities, and institutions across developed and developing countries. Through a wide range of empirical, methodological, and theoretical contributions, examining the social, environmental, organizational, political, and cultural issues in responsible luxury marketing, this book explores the relationship between luxury consumption, production, and well-being outcomes. It offers a comprehensive overview of how luxury businesses can transform their practices and thus play an active role in promoting positive luxury within the industry and beyond along with enhancing their competitiveness, innovation, and profitability. The idea of well-being outcomes and sustainable growth, as applied in the TLR agenda, calls for synergistic theoretical and practical approaches. The content of this book, through different exciting chapters, will generate novel ideas to promote positive luxury business models leading luxury firms to transform their practices by advancing the current understanding of ethical and responsible business practices, which contribute to individual and collective well-being within the luxury field.

Made in Italy holds a highly significant position in the global luxury market, as an economic, cultural, and social phenomenon, and the textbook example of the country-of-origin effect. Whilst in the past luxury was conceptualized as an exclusive benefit of the few, it is now a highly diversified ecosystem with disruptive challenges to its identity and authenticity, led by new customer segments. This book – through an analysis of diverse cases – answers the key issues in the industry of the new Made in Italy luxury, with a particular focus on sustainability. The book provides an in-depth view into luxury Made in Italy, from historical roots, heritage, and tradition to major forces of change and innovative, entrepreneurial adaptations in the 21st century. It situates Made in Italy in the broader global context of change, with regards to the call for sustainable manufacturing and consumption. Written by an international pool of academics and experts in luxury brand management, the book presents a series of case studies to explore how the industry is responding to new consumer expectations and demand to maintain competitive advantage. This unique collection will be of interest for academics, scholars, and upper-level students across the fields of luxury management and marketing, brand management, consumer behavior as well as sustainability.

Die Digitalisierung ist einer der Megatrends unserer Zeit. Sie verspricht große Potentiale und Chancen, birgt aber auch Risiken für diejenigen, die nicht rechtzeitig agieren oder reagieren. Das Herausgeberwerk stellt erfolgreiche und innovative Digitalisierungsprojekte in verschiedenen Branchen vor. Leser erhalten somit einen umfassenden Einblick in die Praxis der Digitalisierung bei unterschiedlichen KMU (kleine und mittlere Unternehmen) im deutschsprachigen Raum. Zudem arbeiten die Autoren wichtige Erfolgsfaktoren für digitale Geschäftsmodellinnovation heraus. Die vorgestellten Fallstudien können somit als Beispiele für andere Unternehmen dienen, um die Digitalisierung als Wettbewerbsfaktor zu nutzen und neue Geschäftsmodelle, Produkte und Services zu entwickeln. Ein Buch für alle, die die digitale Transformation in der Praxis gestalten wollen.