Management of intangibles : application of the dynamic marketing capabilities concept to explanation of upward expansion trend to “hyper luxury” in Swiss watchmaking industry
2018
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Title
Management of intangibles : application of the dynamic marketing capabilities concept to explanation of upward expansion trend to “hyper luxury” in Swiss watchmaking industry
Author(s)
Bashutkina, Maria (Haute école de gestion Arc, HES-SO Haute Ecole Spécialisée de Suisse Occidentale)
Courvoisier, François (Haute école de gestion Arc, HES-SO Haute Ecole Spécialisée de Suisse Occidentale)
Courvoisier, François (Haute école de gestion Arc, HES-SO Haute Ecole Spécialisée de Suisse Occidentale)
Date
2018-07
Published in
Proceedings of the 2018 Global Marketing Conference
Publisher
Tokyo, Japan, 26-29 July 2018
Pagination
8 p.
Presented at
2018 Global Marketing Conference, Tokyo, Japan, 2018-07-26, 2018-07-29
ISSN
1976-8699
Keywords
intangible resources ; dynamic marketing capabilities ; resource based theory ; luxury watchmaking
Paper type
full paper
Faculty
Economie et Services
School
HEG Arc
Institute
ICME - Institut de la Communication et du marketing expérientiel
Record Appears in
Conference materials
Global
Global