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Last Chance for Knysna: Innovation

In: Independent Luxury

Author

Listed:
  • Jonas Hoffmann

    (SKEMA Business School)

  • Laurent Lecamp

    (Carl F. Bucherer)

Abstract

The message we develop in this book is clear: independent brands must differentiate through innovation. Innovation is probably the key strategic choice to survive in an aggressively competitive and economically destabilizing environment. In other words, innovate or perish!1 In this chapter, we present innovation in the luxury industry under its different faces, giving particular attention to the role of independents. Issues such as the role of the investor and business model innovation are explored. We then introduce the method that led to the identification of the winning innovation strategies: “back to the roots,” “code breakers,” “eagle in the aquarium” and “game changers,” concluding with an in-depth presentation of the BA2RE® luxury strategy approach.

Suggested Citation

  • Jonas Hoffmann & Laurent Lecamp, 2015. "Last Chance for Knysna: Innovation," Palgrave Macmillan Books, in: Independent Luxury, chapter 0, pages 38-72, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-48146-7_3
    DOI: 10.1057/9781137481467_3
    as

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