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How to introduce an Asian luxury niche fragrance brand to the French market: the case of Maison de L´Asie

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Detalhes bibliográficos
Resumo:The project develops an internationalization process to discover the potential of luxury Asian brands to expand in the global arena. Through the analysis of the real case of a luxury niche fragrance brand: Maison de L’Asie’s project to develop into the French Market. An analysis of primary data which consist of a survey targeting French citizens combined with interviews mainly of niche brands experts to visualize an understanding of the current context and consumer journey allowing the identification of key drivers backed by secondary data guidelines. The study’s insights are aimed to conclude about the entry decision and strategy to recommend the adequate brand launch in a competitive host country known for its fragrances.
Autores principais:Ben Tahar, Dorra
Assunto:Marketing Strategy International marketing Fragrance Niche Luxury Interntional business International brand management Brand expansion Market research France Asia
Ano:2024
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso embargado
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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