Abstract

What is necessary to create high added value? Learn from European luxury companies!

Top brands that everyone knows have a "created tradition"—heritage.

Rolex, Louis Vuitton, Chanel, Hermès, Giorgio Armani, Cartier, Moncler, Porsche, Audi, and other top companies are thoroughly studied. The era of "cheap and good" is over. From now on, the success or failure of heritage will determine a company's growth. A Swiss management scholar reveals the formula for high added value that is also the basis for the success of Uniqlo and Muji.

A prescription for companies seeking to become a "strong brand that can win on a global scale."

Author’s Information

Professor at the Graduate School of Economics, Osaka University. Born in Switzerland in 1973. Graduated from the Faculty of Humanities, University of Neuchâtel. After serving as a specially appointed associate professor at the Hakubi Center, Kyoto University and an associate professor at the Graduate School of Economics, Osaka University, he assumed his current position in 2016. Visiting Research Fellow at Harvard Business School (2023). He researches the global luxury business from an academic perspective. His publications include "The Luxury Industry: The Secret of Rapid Growth" (Yuhikaku) and "The Business History of Rolex: From 'Manufacturing' to 'Dream Creation'" (Osaka University Press).