Whither industry leaders? Lessons from haute couture

Beverland, M 2004, 'Whither industry leaders? Lessons from haute couture', Business Horizons, vol. 47, no. 2, pp. 63-70.


Document type: Journal Article
Collection: Journal Articles

Title Whither industry leaders? Lessons from haute couture
Author(s) Beverland, M
Year 2004
Journal name Business Horizons
Volume number 47
Issue number 2
Start page 63
End page 70
Total pages 8
Publisher Elsevier Inc.
Abstract Why do industry incumbents cede mass-market leadership and target shrinking niches? Examples from the luxury fashion industry show that incumbents in craft industries are particularly susceptible to losing leadership due to an inability to appeal to new networks of stakeholders in order to ensure legitimacy with new groups of consumers. Some firms facing this scenario have managed to marry their creative spirits with the needs of the market. As craft industries begin to attract mass-market interest, incumbents must become more strategically focused, either on a mass-market niche or on a small, up-market one.
Subject Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) mass-market leadership
shrinking niches
industry incumbents
luxury fashion industry show
craft industries
stakeholders
consumers
mass-market interest
mass-market niche
up-market niche
DOI - identifier 10.1016/j.bushor.2003.08.003
ISSN 0007-6813
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