Abstract
Several companies are disrupting the way that luxury companies create, deliver and capture value. Globalization and digitization are powerful enablers to reconfigure resources at the levels of funding (e.g. crowdfunding), design (e.g. 3D design), manufacturing (e.g. 3D printing), distribution (e.g. online platforms), marketing and communication (e.g. online social networks). The eagle in the aquarium symbolizes these “invaders” in the luxury ecosystem, which will be presented in this chapter.1
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Notes
The inspiration for this name came from D. Goudevert, Comme un oiseau dans l’acquarium: un français réussit en Allemagne (Paris: Bayard Jeunesse, 1998).
C. Sempels and J. Hoffmann, Sustainable Innovation Strategy (London: Palgrave Macmillan, 2013).
Bain & Company and Fondazione Altagamma (2013–2014), Worldwide Markets Monitor.
Digital Luxury Group, The World Luxury Index, China, May 2012.
Bain & Company and Fondazione Altagamma (2012), Worldwide Markets Monitor.
C. Christensen, The Innovator’s Dilemma (Boston: Harvard Business Press, 1997).
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© 2015 Jonas Hoffmann and Laurent Lecamp
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Hoffmann, J., Lecamp, L. (2015). Eagle in the Aquarium. In: Independent Luxury. Palgrave Macmillan, London. https://doi.org/10.1057/9781137481467_6
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DOI: https://doi.org/10.1057/9781137481467_6
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