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Creative heritage: Overcoming tensions between innovation and tradition in the luxury industry

Author

Listed:
  • Daniel Carvajal Pérez
  • Pascal Le Masson

    (CGS i3 - Centre de Gestion Scientifique i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique)

  • Benoit Weil

    (CGS i3 - Centre de Gestion Scientifique i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique)

  • Axelle Araud
  • Vincent Chaperon

Abstract

"Marketing" and "design" teams often experience conflicts when cooperating on innovation projects. In luxury industries, these difficulties are exacerbated by a tension between innovation and tradition, which, in turn, causes a loss of originality and operational efficiency. Based on three case studies of a luxury champagne house, we provide evidence of the existence of a type of cognitive resource—a creative heritage—that can help marketing and design teams in luxury organizations manage these tensions, address destructive and creative tensions, and, hence, gain originality that is coherent with tradition and operational efficiency.

Suggested Citation

  • Daniel Carvajal Pérez & Pascal Le Masson & Benoit Weil & Axelle Araud & Vincent Chaperon, 2020. "Creative heritage: Overcoming tensions between innovation and tradition in the luxury industry," Post-Print hal-03022919, HAL.
    • Handle: RePEc:hal:journl:hal-03022919
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    Cited by:

    1. Elena G. Kalabina & Olga Yu. Belyak, 2021. "Cross-functional teams: Central research avenues in management," Upravlenets, Ural State University of Economics, vol. 12(6), pages 101-114, October.
    2. Jörg Henseler & Manuela Guerreiro & Nelson de Matos, 2021. "The interplay of marketing and design," Review of Managerial Science, Springer, vol. 15(5), pages 1129-1137, July.

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