Percorrer por autor "Cadete, Rita da Silva"
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- To 適応する (adapt), or not to 適應 (adapt), that is the questionPublication . Cadete, Rita da Silva; Leglise, LaureThis dissertation aims to explore how luxury brands can successfully target the Japanese and Chinese markets. The focus of the present dissertation is to understand how to approach these Asian markets, considering the several challenges that companies face when targeting these particular consumers. First, luxury, known for its rarity, low accessibility, and exclusiveness, faces a tension between the increasing democratization of luxury and the management of the brand’s core image. Second, because of cultural differences, Asian consumers desire different things, interpret communication differently and behave in distinct ways. To answer this research question, a comparative case study on six luxury brands was conducted. The findings suggest that to be successful in Japanese and Chinese markets, culture should be at the center of the brand strategy, as Japanese and Chinese consumers are different and value very distinct approaches. Further, the majority of the brands adapt in five different dimensions – communication, promotion, product, e-commerce, price -, in dissimilar proportions, and with different procedures.