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Role Of Corporate Leadership And Innovation Claims On Consumer Perception Of Premium Products

Author

Listed:
  • ALEX GOFMAN

    (Moskowitz Jacobs Inc., 1025 Westchester Ave., White Plains, NY 10604, USA)

  • MARCO BEVOLO

    (Jan van Eyckgracht 116, 5645 LG Eindhoven, The Netherlands)

  • HOWARD R. MOSKOWITZ

    (Moskowitz Jacobs Inc., 1025 Westchester Ave., White Plains, NY 10604, USA)

Abstract

The paper summarizes the results of a fundamental research project to understand the perception of high-end products by consumers. The first part consisted of a series of in-depth qualitative interviews with over 75 global leaders of luxury and premium companies, star designers and thought leaders. The analysis of the collected data identified five dimensions of high-end offerings, with each dimension having a unique set of four factors. The second part included a massive quantitative (based on Rule Developing Experimentation) survey conducted in the US, UK, Italy and China with about 1800 qualified middle- to upper-class respondents participating in a total of 20 distinct conjoint-based surveys to discover the driving forces behind their perceptions of high-end products. This paper considers in depth one of the five dimensions — leadership and innovation. The analysis of the quantitative part includes mind-set segmentation and demographic subgroups. The research addresses one aspect of today's big question: "How can global brands migrate from being cost-driven commodities to higher margins and profits?" The answer is in the high-end.

Suggested Citation

  • Alex Gofman & Marco Bevolo & Howard R. Moskowitz, 2009. "Role Of Corporate Leadership And Innovation Claims On Consumer Perception Of Premium Products," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 13(04), pages 665-681.
    • Handle: RePEc:wsi:ijimxx:v:13:y:2009:i:04:n:s1363919609002467
    DOI: 10.1142/S1363919609002467
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    Cited by:

    1. Paul, Justin, 2019. "Masstige model and measure for brand management," European Management Journal, Elsevier, vol. 37(3), pages 299-312.

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