Kering: Luxury in the Digital World?
商品編號：9B14A045
出版日期：2014/08/08
再版日期：2014/12/08
商品來源：
商品主題：International Business; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：Luxury;Internet;strategy;France;
難易度：4 - Undergraduate/MBA
內容長度：21 頁
地域：France
產業：Other Services
事件年度：2012
Since 2005, the chief executive officer of Kering, a conglomerate headquartered in Paris, has successfully streamlined the company’s business strategy to concentrate on luxury goods and sporting and lifestyle brands —including Gucci, Yves St-Laurent, Stella McCartney, Alexander McQueen and Balenciaga, among others — through selling off non-related businesses. By 2012, the company was more focused than ever before but was sluggish in one key aspect — its online presence. Like most competitors within the luxury industry, it was struggling with how it should capitalize on the benefits of a web presence, trying not to stray away from the luxury strategy of its brands. Kering recognized the importance of growing online, but needed to come up with an ideal approach to successfully grow the digital presence of its luxury brands.
教學手冊：Kering: Luxury in the Digital World? - Teaching Note
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