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Ashok Som

Ashok Som is a professor of management at ESSEC Business School. Professor Som is one of the pioneering thought leaders in designing organizations and an expert in global strategy. He is the author of the following books: The Road to Luxury: The Evolution, Markets and Strategies of Luxury Brand Management, International Management: Managing the Global Corporation and Organization Re-design and Innovative HRM. He has authored more than 60 case studies, for which he has been recognized by the EMFD Case Writing Competition and the Case Centre. His current research is on creative industries focusing on luxury, movie and art industry. He is a regular speaker in international conferences and consults with European and Indian multi-nationals. He holds a PhD in Business Administration from the Indian Institute of Management in Ahmedabad.

THEIR CONTRIBUTIONS

Strategy

Build your brand to build your strategy

by Ashok Som

Managers and corporations now need to focus on brand-based strategies, rather than those resource-based strategies, to optimize operations.

Strategy

The luxury industry: In crisis or thriving?

by Ashok Som

Global crises have impacted all industries, including the luxury industry- but perhaps not in the way you’d think.

Podcasts

Strategies and responses for business survival during a crisis

by ESSEC Knowledge Editor-in-chief

Dr. Ashok Som discusses how businesses can survive (and even thrive) during the current crisis, with a focus on the luxury sector.

Society

Cyclicality, coronavirus and consumers of the Luxury Industry

by Ashok Som

Ashok Som explains the impact that coronavirus could have on the luxury industry.

Strategy

The Luxury Nomad

by Ashok Som

Mobile, connected and global: business people, travelers and tourists are forming an ever-increasing market of nomadic consumers. Prof. Ashok Som explores this unprecedented path to luxury and the questions of where to catch the luxury nomads, what to offer them and how to seduce them into buying.

Leadership

What luxury brands look for in their managers

by Ashok Som

The attributes of a manager in the luxury sector reflect the very uniqueness of the luxury industry paradox: the long-term versus the ephemeral, the creator versus profit, local heritage versus global reach. Prof. Ashok Som looks into the special alchemy required for managers in the luxury sector.

Strategy

Why Luxury Marketing Doesn’t Need to be Data-Driven

by Ashok Som

Professor Ashok Som, Professor of Strategy at ESSEC Business School and and Co-Director of the ESSEC-Bocconi EMiLUX program explains the inherent paradox between digitalization and luxury brands.

Strategy

How Gucci Navigates the Transcontinental Luxury Divide

by Ashok Som

Ashok Som, Professor of Management and Strategy at ESSEC Business School and Co-Director of the ESSEC-Bocconi EMiLUX program outlines the 3 key differences between the European and American luxury markets, and how one iconic brand is navigating the divide.

Strategy

What Lessons can Family Businesses Learn from the Luxury Industry: Part 2

by Ashok Som

Despite upheaval in the luxury industry over the last twenty years, family business will survive and prosper – but only if they successfully manage to implement several key strategies.

Strategy

What Lessons can Family Businesses Learn from the Luxury Industry? Part 1

by Ashok Som

Despite upheaval in the luxury industry over the last twenty years, families are still important for luxury innovation and brand management.

Ashok Som

Classes and interviews

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