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How small and authentic local brands can become global luxury niche brands: The case of four Portuguese brands
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Resumo(s)
Small, local and authentic brands are trying to find their place in the luxury market with highly innovative products, a strong culture and high standards of craftsmanship. Even though they are successful building the substance, they are unable to conquer the status associated to a luxury brand. In this work project we explore how these brands can achieve a global niche luxury positioning through a case study research involving the analysis of four Portuguese brands. We infer recommendations to these brands and to other small, premium local brands that would benefit from “migrating” to a luxury status.
Descrição
Palavras-chave
Niche brands Luxury brands New luxury Internationalization internationalization