Percorrer por autor "Avidano, Vera"
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- Preserving the past while shaping the future : strategies for jewellery companies to balance heritage and innovationPublication . Avidano, Vera; Leglise, LaureThe management literature on innovation in the jewellery industry is limited, necessitating an exploration of the managerial practices that enable companies to face changes in the market. This study seeks to fill this research gap by answering the following research question: How can jewellery companies balance tension between heritage and innovation? To answer this question, I adopted a qualitative approach and conducted a multiple case study on three jewellery companies: Pandora, Courbet, and INBILICO. The findings demonstrate that jewellery companies employ various strategies to achieve a balance between tradition and innovation. By adopting innovative sourcing methods, companies enhance their transparency and promote ethical practices while maintaining the use of classic materials. Combining heritage craftsmanship with personalized digital services allows for enhanced customer satisfaction and engagement. Moreover, jewellery companies can create unique and inclusive pieces that appeal to a diverse customer base while still preserving tradition and craftsmanship. Balancing traditional and modern retailing strategies is also crucial in providing a unique and captivating customer experience.