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2017 | OriginalPaper | Chapter

10. A Luxury Footprint

Authors : Glyn Atwal, Douglas Bryson

Published in: Luxury Brands in China and India

Publisher: Palgrave Macmillan UK

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Abstract

The rapid expansion of the burgeoning middle classes has transformed the dynamics of Chinese and Indian consumer society. It has also been declared that despite an increasingly challenging environment, China and India remain strategically important retail investment destinations for international luxury brands. The objective of this chapter is to identify factors within a broad strategic framework that will guide international luxury brands to develop a brand footprint in China and India. If luxury brands operating in China and India are to realize their true potential, luxury brand executives will need to ensure that a coherent and robust strategy has the flexibility to create long-term market success.

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Title: A Luxury Footprint
Authors: Glyn Atwal
Douglas Bryson
Publisher: Palgrave Macmillan UK
Book: Luxury Brands in China and India
Print ISBN: 978-1-137-54713-2

Electronic ISBN: 978-1-137-54715-6

Copyright Year: 2017
DOI: https://doi.org/10.1057/978-1-137-54715-6_10

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