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Role Of Corporate Leadership And Innovation Claims On Consumer Perception Of Premium Products

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Author Info

  • ALEX GOFMAN

    ()
    (Moskowitz Jacobs Inc., 1025 Westchester Ave., White Plains, NY 10604, USA)

  • MARCO BEVOLO

    ()
    (Jan van Eyckgracht 116, 5645 LG Eindhoven, The Netherlands)

  • HOWARD R. MOSKOWITZ

    ()
    (Moskowitz Jacobs Inc., 1025 Westchester Ave., White Plains, NY 10604, USA)

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    Abstract

    The paper summarizes the results of a fundamental research project to understand the perception of high-end products by consumers. The first part consisted of a series of in-depth qualitative interviews with over 75 global leaders of luxury and premium companies, star designers and thought leaders. The analysis of the collected data identified five dimensions of high-end offerings, with each dimension having a unique set of four factors. The second part included a massive quantitative (based on Rule Developing Experimentation) survey conducted in the US, UK, Italy and China with about 1800 qualified middle- to upper-class respondents participating in a total of 20 distinct conjoint-based surveys to discover the driving forces behind their perceptions of high-end products. This paper considers in depth one of the five dimensions — leadership and innovation. The analysis of the quantitative part includes mind-set segmentation and demographic subgroups. The research addresses one aspect of today's big question: "How can global brands migrate from being cost-driven commodities to higher margins and profits?" The answer is in the high-end.

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    Bibliographic Info

    Article provided by World Scientific Publishing Co. Pte. Ltd. in its journal International Journal of Innovation Management.

    Volume (Year): 13 (2009)
    Issue (Month): 04 ()
    Pages: 665-681

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    Handle: RePEc:wsi:ijimxx:v:13:y:2009:i:04:p:665-681

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    Related research

    Keywords: High-end products and services; premium; masstige; conjoint analysis; rule developing experimentation (RDE); consumer research; innovation; leadership; stimulus-response segmentation;

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