As consumers spend less money on things, and more on having experiences, luxury brands in particular face a critical challenge. Sonja Prokopec, professor of marketing at ESSEC and ESSEC LVMH Chaired Professor, elaborates on the three keys to experiential marketing in the luxury industry.
On the occasion of the Grand Opening of the YSL museums in Paris and Marrakech, ESSEC Knowledge LIVE spoke to Professor Delphine Dion about what this move means for the Saint Laurent Paris brand.
Marketing Professor Emmanuelle Le Nagard explains how ‘perceived obsolescence’ can be a double-edged sword for firms like Apple.
How travel retail, the grey market, and e-commerce are impacting the luxury industry.
Nicolas Glady, Professor of Marketing and Chief Digital officer at ESSEC Business School, explains how online platforms such as AirBnB, Uber and Facebook and disrupted and revolutionized the world of online platforms.
It’s not what you are, it’s the way that you’re primed to see it: Beauty and its impact on consumer behavior
Raphaëlle Butori, Professor of Marketing at ESSEC Business School, shares her research on how our behavior and self-conception is affected when faced with a member of the opposite sex. From the research paper The impact of visual exposure to a physically attractive other on self-presentation by Prof. Raphaëlle Butori and Béatrice Parguel, Researcher, CNRS.
Richard McFarland, Professor of Marketing at ESSEC Business School and winner of the 2016 Stern Award for research introducing the theory of “supply chain contagion”, puts the research spotlight* on emotional intelligence and its impact on reducing stress-related issues in the sales force.
In the run up to the festive period, Emmanuelle Le Nagard, Professor of Marketing and Associate Dean of Pedagogy at ESSEC Business School, takes a look at the phenomenon of programmed obsolescence from both consumer and manufacturer perspectives and offers us some insightful food for thought before Christmas.