Di Cerbo, Elena (A.A. 2024/2025) Cultural adaptation and digital strategy in global luxury branding. Tesi di Laurea in Corporate strategy, Luiss Guido Carli, relatore Maria Jell-Ojobor, pp. 65. [Master's Degree Thesis]

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Abstract/Index

Literature review: theoretical framework. Defining the luxury industry: key characteristics. Cultural frameworks for cross-cultural analysis. Digital strategies and cultural adaptation in the luxury marketing. Methodology. From theory to practice: conceptual framework. Research design and philosophical assumption. Case studies strategy and unit of analysis. Secondary data collection: case study analysis. Primary data collection: semi-structured interviews. Data analysis procedure. Research quality, reliability and limitations. Case studies analysis. Zegna: Italy and middle east. Shang Xia: China-Europe. House of creed: Asia.

References

Bibliografia: pp. 59-64.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair:	Corporate strategy
Thesis Supervisor:	Jell-Ojobor, Maria
Thesis Co-Supervisor:	Arduino, Francesca Romana
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	26 Mar 2026 10:38
Last Modified:	26 Mar 2026 10:38
URI:	https://tesi.luiss.it/id/eprint/45270

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