Bresciani, Stefano; Bertoldi, Bernardo; Giachino, Chiara; … - In: World Review of Entrepreneurship, Management and … 11 (2015) 2/3, pp. 186-199
In the actual scenario characterised by new and ever-changing dynamics of the global market, firms need to quickly and timely anticipate competitors' next moves, monitor market tastes, adapt their products and properly communicate their positioning. The history of many luxury brands is linked to...