Downward extensions fuels the continuous growth of the luxury sector and the introduction of product lines at accessible prices. Does this blur the traditional concept of luxury associated with expensiveness? Focusing on consumers’ perception of the minimum price for a luxury product in 21 categories and seven countries (n=8,376), we observe an extreme dispersion across consumers in terms of where luxury begins, with a large majority citing very low price frontiers. Also, each consumer provides consistent answers about the different categories. Such answers indicate that today expensiveness is a relative concept, as is luxury more generally. The degree of immersion in luxury and financial resources influence the luxury price frontier of each consumer. These results suggest a continuum from the “happy few” to the many less privileged. This extreme heterogeneity across consumers is good news for luxury groups. Such heterogeneity offers a large choice for development strategies from traditional luxury to the new luxury.
It seems that the virtues of entrepreneurial education are universally acknowledged... But what is it really like? In other words, what are the collective imaginary representations associated with entrepreneurship education (EE) in France by its various stakeholders (teachers, students, researchers, entrepreneurs, coaches, school or university managers)? Our two-phase research, one qualitative, the other quantitative, has shown that the social imaginary of EE revolves around a utopian representational core.
BORNARD Fabienne - INSEEC U |
VERZAT Caroline - ESCP Business School |
- Entrepreneurship, Human Resources Management