Essec\Faculty\Model\Contribution {#2216
  #_index: "academ_contributions"
  #_id: "4834"
  #_source: array:26 [
    "id" => "4834"
    "slug" => "lvmh-managing-the-paradox-of-star-brands"
    "yearMonth" => "2005-06"
    "year" => "2005"
    "title" => "LVMH: Managing the Paradox of Star Brands"
    "description" => "SOM, A. (2005). LVMH: Managing the Paradox of Star Brands. Dans: <i>The 2005 International Conference in Management Sciences and Decision Making</i>. Tamkang University, pp. 39-54."
    "authors" => array:1 [
      0 => array:3 [
        "name" => "SOM Ashok"
        "bid" => "B00001502"
        "slug" => "som-ashok"
      ]
    ]
    "ouvrage" => "The 2005 International Conference in Management Sciences and Decision Making"
    "keywords" => []
    "updatedAt" => "2021-04-19 17:57:25"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => "39-54"
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Actes d'une conférence"
      "en" => "Conference Proceedings"
    ]
    "support_type" => array:2 [
      "fr" => "Editeur"
      "en" => "Publisher"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Vins, alcools, mode, cuir, parfums, cosmétiques, montres, bijoux et distributions sont les divers produits proposés par LVMH Moët Hennessy Louis Vuitton. Les "produits phares" sont les fondements de la stratégie du groupe. Avec le temps, le groupe s'est constitué un important portefeuille des marques les plus importantes du secteur et compte parmi ses cinq divisions les 60 plus prestigieuses marques. La "star" de toutes, Louis Vuitton, rapport plus de 80 % de la totalité du secteur. Cet article étudie le paradoxe des "marques phares" et la difficulté de les gérer."
      "en" => "LVMH Moët Hennessy Louis Vuitton, based in France, operates in wines, spirits, fashion goods, leather goods, perfumes, cosmetics, watches, jewelry and retailing. LVMH's "stard brands" is a key foundations of the group's strategy. It has built over time one of the strongest brand portfolio in the sector, counting 60 top brands amongst its five divisions. The "star of star brands", Louis Vuitton, generates over 80% of earnings in the segment. This case article discusses the paradox of star brands and issues of managing star brands."
    ]
    "authors_fields" => array:2 [
      "fr" => "Management"
      "en" => "Management"
    ]
    "indexedAt" => "2024-11-22T03:21:54.000Z"
    "docTitle" => "LVMH: Managing the Paradox of Star Brands"
    "docSurtitle" => "Conference Proceedings"
    "authorNames" => "<a href="/cv/som-ashok">SOM Ashok</a>"
    "docDescription" => "<span class="document-property-authors">SOM Ashok</span><br><span class="document-property-authors_fields">Management</span> | <span class="document-property-year">2005</span>"
    "keywordList" => ""
    "docPreview" => "<b>LVMH: Managing the Paradox of Star Brands</b><br><span>2005-06 | Conference Proceedings </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">LVMH: Managing the Paradox of Star Brands</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 9.2427435
  +"parent": null
}