The paper illustrates a model to manage design, adopting an overall perspective. This model includes three main fields of action: product design, retail design and visual identity design. The paper proposes a classification of companies adopting design as a leverage for differentiation:...

Frontmatter -- Foreword -- Introduction -- Acknowledgments -- Contents -- 1 The Fundamentals of Luxury -- 2 Key Strategic Paradoxes in the World of Luxury -- 3 Old Worlds and New Worlds -- 4 The Value of Country of Origin -- 5 The International Spread of Luxury -- 6 Innovation, Creativity and...