How small and authentic local brands can become global luxury niche brands: The case of four Portuguese brands

Detalhes bibliográficos
Autor(a) principal: Pinho, Liliana Marisa Modesto
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/27901
Resumo: Small, local and authentic brands are trying to find their place in the luxury market with highly innovative products, a strong culture and high standards of craftsmanship. Even though they are successful building the substance, they are unable to conquer the status associated to a luxury brand. In this work project we explore how these brands can achieve a global niche luxury positioning through a case study research involving the analysis of four Portuguese brands. We infer recommendations to these brands and to other small, premium local brands that would benefit from “migrating” to a luxury status.
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spelling How small and authentic local brands can become global luxury niche brands: The case of four Portuguese brandsNiche brandsLuxury brandsNew luxuryInternationalizationinternationalizationDomínio/Área Científica::Ciências Sociais::Economia e GestãoSmall, local and authentic brands are trying to find their place in the luxury market with highly innovative products, a strong culture and high standards of craftsmanship. Even though they are successful building the substance, they are unable to conquer the status associated to a luxury brand. In this work project we explore how these brands can achieve a global niche luxury positioning through a case study research involving the analysis of four Portuguese brands. We infer recommendations to these brands and to other small, premium local brands that would benefit from “migrating” to a luxury status.Silveira, Catherine daRUNPinho, Liliana Marisa Modesto2019-06-30T00:30:45Z2017-06-302017-06-30T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/27901TID:201756234enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:14:52Zoai:run.unl.pt:10362/27901Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:28:48.716457Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How small and authentic local brands can become global luxury niche brands: The case of four Portuguese brands
title How small and authentic local brands can become global luxury niche brands: The case of four Portuguese brands
spellingShingle How small and authentic local brands can become global luxury niche brands: The case of four Portuguese brands
Pinho, Liliana Marisa Modesto
Niche brands
Luxury brands
New luxury
Internationalization
internationalization
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How small and authentic local brands can become global luxury niche brands: The case of four Portuguese brands
title_full How small and authentic local brands can become global luxury niche brands: The case of four Portuguese brands
title_fullStr How small and authentic local brands can become global luxury niche brands: The case of four Portuguese brands
title_full_unstemmed How small and authentic local brands can become global luxury niche brands: The case of four Portuguese brands
title_sort How small and authentic local brands can become global luxury niche brands: The case of four Portuguese brands
author Pinho, Liliana Marisa Modesto
author_facet Pinho, Liliana Marisa Modesto
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Pinho, Liliana Marisa Modesto
dc.subject.por.fl_str_mv Niche brands
Luxury brands
New luxury
Internationalization
internationalization
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Niche brands
Luxury brands
New luxury
Internationalization
internationalization
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Small, local and authentic brands are trying to find their place in the luxury market with highly innovative products, a strong culture and high standards of craftsmanship. Even though they are successful building the substance, they are unable to conquer the status associated to a luxury brand. In this work project we explore how these brands can achieve a global niche luxury positioning through a case study research involving the analysis of four Portuguese brands. We infer recommendations to these brands and to other small, premium local brands that would benefit from “migrating” to a luxury status.
publishDate 2017
dc.date.none.fl_str_mv 2017-06-30
2017-06-30T00:00:00Z
2019-06-30T00:30:45Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/27901
TID:201756234
url http://hdl.handle.net/10362/27901
identifier_str_mv TID:201756234
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
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