Purpose – The purpose of this paper is to review the use of case method in entrepreneurship research, and to identify trends in its current application. A key objective of the paper is to lay the foundation for a future research agenda by critically reviewing relevant literatures and offering...

Despite the public profile of many luxury brands, little is known about the positioning and marketing of these products, or the consumer interpretations of each brand. This article reports on a two‐part study in an attempt to understand the dynamics of this market. The first study reports on...