Resilience of Luxury Companies in Times of Change is a book for executives and Masters' level students taking courses in luxury management. It offers an insight into the current and emergent business models and strategies luxury companies apply to remain resilient in times of change. It explores a variety of business models answering the following key questions: What is each brand's value proposition used to attract a consumer's willingness to pay? What is each brand's target audience? How do brands navigate and expand their markets? And how do luxury companies organize their resources to design and develop products and services to continually sell to their customers? The answers to these questions provide the foundation of a luxury company's business strategy and, as a result, its brand architecture. The authors also explore the patterns that have emerged in the ownership, management and the manufacturing in luxury goods companies, where dominance is usually found in certain countries.
This book focuses on six key industries in the luxury product sector: fashion, automotive, hospitality, furniture, cosmetics and jewellery. It provides an international perspective with examples drawn from Europe, USA, the Middle East, China and Japan. Through these examples and cases, the authors analyze how luxury companies are facing the challenges posed by external shocks and an extensive need for digitalization. Using concepts and theories from macroeconomics (such as globalisation) and corporate and business strategy, the book aims to connect the dots between theory and practice.
Resilience of Luxury Companies in Times of Change provides perspectives of the past, present and future - how luxury companies have evolved over time and managed to stay resilient despite the challenges they have faced through the different eras.
About the Author: Gabriella Lojacono is Associate Professor of the Department of Management and Technology and Director of the Made in Italy Vertical of B4I (Bocconi for Innovation) since 2019. She is a senior researcher of the Gucci Lab, Bocconi University.
Since January 2017, she is Strategy and Entrepreneurship Faculty Deputy at SDA Bocconi School of Management where she is also Director of the EMiLUX Program (Executive Master in Luxury Management). She has run several executive education open programs and tailor made initiatives with some of the most important companies in the banking, food, beauty, automotive and home furnishing industries.
Her research projects have focused on the international growth of major appliances, design-based companies, cosmetics, eyewear industry, F&B, automotive, fashion, especially in the high end market.
She is the author of numerous books and articles on the subject. Her works have been published in Economia & Management, Sloan Management Review, Long Range Planning and International Business Review, among others. She has authored numerous case studies, filed in international databases, about multinational enterprises such as Starbucks, Davines, Inditex, Ferrari, Valentino, Farfetch.
Gabriella earned a Degree in Business Administration from Bocconi University, then a Ph.D. in Economics and Management from SDA Bocconi and an ITP (International Teachers Programme) organized by ISBM at HEC in Paris. During her Ph.D., she was Visiting Scholar at Copenhagen Business School.
Laura Pan is Junior Lecturer of Strategy and Enterpreneurship at SDA Bocconi School of Management.
As of 2020, she is the coordinator of the Executive Masters in Luxury Management Programme (EMiLux). Her main area of teaching are within the subjects of: evolution of country of origin perceptions, environmental management & sustainability in the context of luxury, and a specific focus on Chinese luxury consumer behavior in luxury industries.
Her research activities are centered around luxury brand strategies and international growth.
She had an extensive career as a process engineer and worked in various industries such as food manufacture, wastewater treatment, oil & gas, automotive and locomotive; where she developed a strong background in operation, supply chain and business process optimization. After her MBA, she joined the luxury industry working in operations management before entering the SDA Bocconi faculty in late-2019.
Laura earned a double degree in Chemical Engineering and Food Technology from RMIT Univerisity, Melbourne, Australia. In 2018, she earned an Master in Business Administration (MBA) from SDA Bocconi School of Management
