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Internationalization strategies of luxury firms in China: the role of design and marketing capabilities


Author Info

  • Marco Bettiol

    (University of Padova)

  • Maria Chiarvesio

    (University of Udine)

  • Eleonora Di Maria

    (University of Padova)

  • Raffaella Tabacco

    (University of Udine)


Studies on emerging markets depicted the economic, social and institutional peculiarities of those markets by emphasizing opportunities and threats for Western companies. China in particular offers growing market chances, even for luxury firms. On the on hand, studies emphasize the global approach to markets in luxury. On the other hand, the uncertainty and cultural distance characterizing the Chinese market increase the risks of a firm's standardized strategy. The paper aims at investigating internationalization strategies of luxury firms in China by exploring the role of design and marketing capabilities, based on the case study of an Italian company - Bisazza. Results highlight the success of a global design-driven brand strategy, but also the need of adapting the distribution and product management to cope with the Chinese context.

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Bibliographic Info

Paper provided by Dipartimento di Scienze Economiche "Marco Fanno" in its series "Marco Fanno" Working Papers with number 0157.

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Length: 9 pages
Date of creation: Feb 2013
Date of revision:
Handle: RePEc:pad:wpaper:0157

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