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Is the financial crisis a threat for the luxury business?
Kristianstad University College, School of Health and Society.
Kristianstad University College, School of Health and Society.
2009 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background/problem: Many business and industries have been hardly influenced of the occurrence of this financial crisis which is expected to be the worst financial crisis since 1929. Historically the luxury business has always been immune to uncertainties and crisis. It is of great interest to see how the luxury business reacts in the financial crisis from a marketing strategy perspective.

Purpose: To explain the impact of the financial crisis on the luxury business by using and identifying the nature of luxury and the suitable marketing strategies.

Methodology: A deductive philosophical approach and a positivistic and interpretative research approach are applied in this thesis.Findings: The luxury business has not been influenced by the financial crisis based on the interviews. The main reasons behind it are interpreted as the nature of luxury itself and its unique customers.

Conclusion: Based on our study and the involved companies, it is assumed that the luxury business is invulnerable to the financial crisis.

Place, publisher, year, edition, pages
2009. , p. 80
Keywords [en]
Luxury brand, luxury products, marketing strategy, financial crisis
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hkr:diva-5275OAI: oai:DiVA.org:hkr-5275DiVA, id: diva2:276126
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2009-11-18 Created: 2009-11-10 Last updated: 2009-11-18Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf