Essec\Faculty\Model\Contribution {#2233 ▼
#_index: "academ_contributions"
#_id: "15051"
#_source: array:26 [
"id" => "15051"
"slug" => "15051-the-enrichment-economy-market-dynamics-brand-strategy-and-ethics"
"yearMonth" => "2024-08"
"year" => "2024"
"title" => "The Enrichment Economy: Market Dynamics, Brand Strategy, and Ethics"
"description" => "DION, D., PAVLYUCHENKO, R. et PROKOPEC, S. (2024). The Enrichment Economy: Market Dynamics, Brand Strategy, and Ethics. <i>Journal of Marketing</i>, In press. 
DION, D., PAVLYUCHENKO, R. et PROKOPEC, S. (2024). The Enrichment Economy: Market Dynamics, Brand St "
"authors" => array:3 [
0 => array:3 [
"name" => "DION Delphine"
"bid" => "B00656347"
"slug" => "dion-delphine"
]
1 => array:3 [
"name" => "PROKOPEC Sonja"
"bid" => "B00145716"
"slug" => "prokopec-sonja"
]
2 => array:1 [
"name" => "Pavlyuchenko Roman"
]
]
"ouvrage" => ""
"keywords" => array:7 [
0 => "Enrichement"
1 => "Luxury"
2 => "Brand Strategy"
3 => "Ethics"
4 => "Retailing"
5 => "Circularity"
6 => "Second-hand market"
]
"updatedAt" => "2024-10-31 13:51:19"
"publicationUrl" => "https://doi.org/10.1177/00222429241275014"
"publicationInfo" => array:3 [
"pages" => null
"volume" => "In press"
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Rare watches, fine wines and spirits, sports cars, designer sneakers, and many other luxury goods create massive enrichment opportunities for consumers if they resell them on secondary markets. This trend is part of the enrichment economy, a novel form of market arrangement where consumers use iconic goods to increase their capital. However, it creates challenges for brands, such as preserving their primary market desirability and avoiding cannibalization. To understand how brands can navigate the enrichment economy, we have conducted an ethnographic study of the luxury watch industry. Drawing on market system dynamics, we theorize market processes that sustain a market within the enrichment economy. We explain the shared discourses, norms, and practices that make the enrichment economy function. This research makes four contributions. First, we theorize primary-secondary market dynamics as a novel class of market dynamics. Second, we theorize the new role of luxury brands as enrichment curators. Third, we discuss the ethics of enrichment by highlighting inequalities and risks it creates. Fourth, we introduce the enrichment strategy as a novel brand strategy that capitalizes on the market dynamics of enrichment. We offer recommendations for luxury and non-luxury brands on product portfolio management, customer relationship management, and ethical innovation. Rare watches, fine wines and spirits, sports cars, designer sneakers, and many other luxury goods cr "
"en" => "Rare watches, fine wines and spirits, sports cars, designer sneakers, and many other luxury goods create massive enrichment opportunities for consumers if they resell them on secondary markets. This trend is part of the enrichment economy, a novel form of market arrangement where consumers use iconic goods to increase their capital. However, it creates challenges for brands, such as preserving their primary market desirability and avoiding cannibalization. To understand how brands can navigate the enrichment economy, we have conducted an ethnographic study of the luxury watch industry. Drawing on market system dynamics, we theorize market processes that sustain a market within the enrichment economy. We explain the shared discourses, norms, and practices that make the enrichment economy function. This research makes four contributions. First, we theorize primary-secondary market dynamics as a novel class of market dynamics. Second, we theorize the new role of luxury brands as enrichment curators. Third, we discuss the ethics of enrichment by highlighting inequalities and risks it creates. Fourth, we introduce the enrichment strategy as a novel brand strategy that capitalizes on the market dynamics of enrichment. We offer recommendations for luxury and non-luxury brands on product portfolio management, customer relationship management, and ethical innovation. Rare watches, fine wines and spirits, sports cars, designer sneakers, and many other luxury goods cr "
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2025-03-18T01:21:43.000Z"
"docTitle" => "The Enrichment Economy: Market Dynamics, Brand Strategy, and Ethics"
"docSurtitle" => "Articles"
"authorNames" => "<a href="/cv/dion-delphine">DION Delphine</a>, <a href="/cv/prokopec-sonja">PROKOPEC Sonja</a>, Pavlyuchenko Roman <a href="/cv/dion-delphine">DION Delphine</a>, <a href="/cv/prokopec-sonja">PROKOPEC Sonja</a>, Pavl "
"docDescription" => "<span class="document-property-authors">DION Delphine, PROKOPEC Sonja, Pavlyuchenko Roman</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2024</span> <span class="document-property-authors">DION Delphine, PROKOPEC Sonja, Pavlyuchenko Roman</span><br> "
"keywordList" => "<a href="#">Enrichement</a>, <a href="#">Luxury</a>, <a href="#">Brand Strategy</a>, <a href="#">Ethics</a>, <a href="#">Retailing</a>, <a href="#">Circularity</a>, <a href="#">Second-hand market</a> <a href="#">Enrichement</a>, <a href="#">Luxury</a>, <a href="#">Brand Strategy</a>, <a href="#">Eth "
"docPreview" => "<b>The Enrichment Economy: Market Dynamics, Brand Strategy, and Ethics</b><br><span>2024-08 | Articles </span> <b>The Enrichment Economy: Market Dynamics, Brand Strategy, and Ethics</b><br><span>2024-08 | Articl "
"docType" => "research"
"publicationLink" => "<a href="https://doi.org/10.1177/00222429241275014" target="_blank">The Enrichment Economy: Market Dynamics, Brand Strategy, and Ethics</a> <a href="https://doi.org/10.1177/00222429241275014" target="_blank">The Enrichment Economy: Market D "
]
+lang: "fr"
+"_type": "_doc"
+"_score": 8.726935
+"parent": null
}
