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2017 | OriginalPaper | Buchkapitel

9. Learning from Mistakes

verfasst von : Glyn Atwal, Douglas Bryson

Erschienen in: Luxury Brands in China and India

Verlag: Palgrave Macmillan UK

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Abstract

The objective of this chapter is to take a different perspective by examining selected brand failures in China and India. We outline the market failures of Paul Smith, Neiman Marcus and Asos in China. For India, we investigate the market failures of La Perla, Bulgari, Dunhill and Maserati. As a result, the chapter identifies valuable lessons from these market failures which will serve to supplement overall brand intelligence for marketers who are striving to unlock the potential of these two markets.

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Vorheriges Kapitel Responsible Luxury

Nächstes Kapitel A Luxury Footprint

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Titel: Learning from Mistakes
verfasst von: Glyn Atwal
Douglas Bryson
Verlag: Palgrave Macmillan UK
Buch: Luxury Brands in China and India
Print ISBN: 978-1-137-54713-2

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

Copyright-Jahr: 2017
DOI: https://doi.org/10.1057/978-1-137-54715-6_9

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