Titre : |
The impact of store growth on sales growth for luxury companies |
Type de document : |
Mémoire |
Auteurs : |
Sophie SCHOTTE, Auteur |
Année de publication : |
2016 |
Importance : |
68 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management PRODUIT DE LUXE ; CROISSANCE DE L'ENTREPRISE ; IMAGE DE MARQUE ; STRATEGIE
|
Résumé : |
This research studies the impact of store growth on sales growth for luxury companies. Based on the literature, different hypotheses have been composed. First of all, a strategy of store expansion has a dual effect: it increases sales because of more awareness and it decreases sales because of a decrease in luxury perception. The final effect was expected
to be positive. Furthermore, four other impacting factors have been determined: degree of luxuriousness, degree of awareness, size of business volume and type of product. The research has been conducted based on a panel data set composed from 91 companies listed in the “Global Powers of Luxury Goods top 100” of Deloitte. The final conclusion of this research is that store expansion results in an increase in sales growth, however a smaller increase than the increase in the store growth. This strategy is especially interesting for connoisseur and global companies in terms of awareness and for big companies in terms of size. |
Programme : |
MSc International Master in Luxury Management |
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