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Journal articles (2021), AMS Review, 11, pp. 471-473

Managing creatively-inspired brands: a commentary and research direction

In their conversation, Professor Gregory Carpenter, the Harold T. Martin Professor of Marketing at Northwestern, and Xavier Barlier, head of marketing in the US for Champagne Louis Roederer, discuss challenges managers face in keeping luxury brands relevant. The topics raised throughout the interview give rise to numerous interesting research questions on creatively inspired-brands. Link to the article

DION, D. (2021). Managing creatively-inspired brands: a commentary and research direction. AMS Review, 11, pp. 471-473.

Keywords : #Luxury, #crafstmanship, #artification, #market-orientation, #innovation