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Lyxvarumärkens överlevnad vid lågkonjunktur: Hur resonerar svenska lyxföretag, och vilka strategier är lämpliga att använda sig av?
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The survival of luxury brands during recession : How does Swedish luxury brands reason and what strategies are important? (English)
Abstract [en]

 

The luxury market has steadily grown from the industrial revolution and onwards. Changes in society, trends and the increased living standards has enabled more people to consume luxury goods.

The world is going through a major economic crisis at the moment. Studies shows that companies that have focused on added value rather than lowering prices has survived past financial crisis. It is also obvious that companies act very different during times of crisis. Adding to the problem is trends that point to a more careful consumption and environmental awareness. Different source suggest different opinions on the situation and future for the luxury market.

The purpose of the study is to answer what strategies are important for luxury brands during a financial crisis.

To answer this a qualitative study is performed on Swedish luxury brands to analyse what their strategies are during the current economic crisis and compare that to how ”exclusive” or ”luxurious” they are considered. This to investigate if there is a relationship between a brands exclusiveness and chosen strategy.

 

Place, publisher, year, edition, pages
2009. , 51 p.
Keyword [en]
service management, luxury brands, involvement theory, crm, branding, face value, premium, recession, luxury
Keyword [sv]
lyx, lågkonjunktur, exklusiv, utbyte, utveckling, face value, trovärdighet, höginvolvering, varumärke, premium, kundvärde, crm, relationsmarknadsföring, service
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-2459OAI: oai:DiVA.org:sh-2459DiVA: diva2:221482
Presentation
(English)
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2009-06-04 Created: 2009-06-04 Last updated: 2009-06-04Bibliographically approved

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fulltext(1431 kB)800 downloads
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Type fulltextMimetype application/pdf

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Paatere, HeidiEdlund, Nicole
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf