Cross-cultural strategies and the legitimacy of luxury brands in global markets
DOI:
https://doi.org/10.51473/rcmos.v1i1.2026.2372Keywords:
Luxury. Cross-Cultural Strategy. Governance. Internationalization.Abstract
This paper analyzes how luxury brands manage the inherent tension between their cultural heritage (heritage) and the necessity of local adaptation in distinct markets. Through a theoretical and empirical study of the internationalization of European brands into the United States market, this research discusses cultural fluency as an essential managerial competency. The results suggest that brand authority is maintained by preserving core brand codes while adopting agility in local market execution.
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References
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Copyright (c) 2026 Anissa Arichi (Autor)
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