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Going beyond Misconceptions: Avoiding Pitfalls on the Route to Sustainable Growth

In: Luxury Brands in Emerging Markets

Author

Listed:
  • Douglas Bryson
  • Glyn Atwal

Abstract

Clearly, there is no singular blueprint for international luxury brands to succeed in emerging markets. Each luxury brand and each emerging market context presents its own idiosyncrasies. Since there is no one-size-fits-all approach, managers need to learn important lessons by studying the various emerging luxury brand markets. The experiences vicariously learnt can be used to develop effective contingency strategies as companies enter and expand into emerging and new frontier markets. Beyond the emerging markets covered in this book, new frontier markets in fast-growing economies such as Indonesia, Mexico, Turkey, Nigeria, South Africa, and Malaysia, offer international luxury brands potential sources of highly profitable growth.

Suggested Citation

  • Douglas Bryson & Glyn Atwal, 2014. "Going beyond Misconceptions: Avoiding Pitfalls on the Route to Sustainable Growth," Palgrave Macmillan Books, in: Glyn Atwal & Douglas Bryson (ed.), Luxury Brands in Emerging Markets, chapter 18, pages 201-210, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-33053-6_19
    DOI: 10.1057/9781137330536_19
    as

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