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High Jewelry Brand Graff: Key Features Of Business Strategy
[Ювелирный Бренд Graff: Ключевые Черты Бизнес-Стратегии]

Author

Listed:
  • Strelchenko Elena (Стрельченко Е.)

    (Southern Federal University)

Abstract

The paper analyses luxury market on the example of world-known high jewelry brand Graff. The author introduces the company's business strategies and its distinguishing features from main rivals. The results of the research emphasized key points of the particular brand success, such as vertical integration, direct access to raw gems, dedication to quality, etc.

Suggested Citation

  • Strelchenko Elena (Стрельченко Е.), 2019. "High Jewelry Brand Graff: Key Features Of Business Strategy [Ювелирный Бренд Graff: Ключевые Черты Бизнес-Стратегии]," State and Municipal Management Scholar Notes, Russian Presidential Academy of National Economy and Public Administration, vol. 4, pages 143-146.
    • Handle: RePEc:rnp:smmscn:s19425
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    References listed on IDEAS

    as
    1. Catherine Janssen & Joëlle Vanhamme & Adam Lindgreen & Cécile Lefebvre, 2014. "The Catch-22 of Responsible Luxury: Effects of Luxury Product Characteristics on Consumers’ Perception of Fit with Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 119(1), pages 45-57, January.
    2. Liselot Hudders & Mario Pandelaere, 2012. "The Silver Lining of Materialism: The Impact of Luxury Consumption on Subjective Well-Being," Journal of Happiness Studies, Springer, vol. 13(3), pages 411-437, June.
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