Premium Essay

Luxury Goods

In: Business and Management

Submitted By gooru68
Words 11612
Pages 47
The success of luxury brands in
Japan and their uncertain future

Ronald Jean Degen
International School of Management Paris

2009

Working paper nº 52/2009

2

globADVANTAGE
Center of Research in International Business & Strategy

INDEA - Campus 5
Rua das Olhalvas
Instituto Politécnico de Leiria
2414 - 016 Leiria
PORTUGAL
Tel. (+351) 244 845 051
Fax. (+351) 244 845 059
E-mail: globadvantage@ipleiria.pt
Webpage: www.globadvantage.ipleiria.pt

WORKING PAPER Nº 52/2010
Janeiro 2010

Com o apoio da UNISUL Business School

3

The success of luxury brands in Japan and their uncertain future

Ronald Jean Degen
Ph.D. Candidate at the International School of Management Paris
Vice Chairman of Masisa Chile
Address:
E-mail: degen@lomasnegras.com
Phone: +55 41 9918 9000
Cabanha Orgânica Lomas Negras Ltda.
Caixa Postal 95
Campo Alegre, SC
89294-000 Brasil

Ronald Jean Degen is in the Ph.D. Program of the International School of
Management in Paris, and the Vice Chairman of Masisa in Chile. He was a
Professor at the Getúlio Vargas Graduate Business School of São Paulo where he pioneered the introduction of teaching entrepreneurship in 1980 and wrote the first textbook in Portuguese on entrepreneurship published in
1989 by McGraw-Hill. He just published a new textbook on entrepreneurship that was published in 2009 by Pearson Education

4

The success of luxury brands in Japan and their uncertain future
ABSTRACT
The Japanese are the world’s largest individual consumers of luxury brands and form the second largest market for luxury goods after the US. The
Japanese were the driving force behind the exponential growth of the
European luxury industry and the resulting “democratization of luxury”. This concept of giving everyone access to luxury branded goods is a paradox because it abandons the exclusivity that was the...

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