Luxury is dead, long live luxury! Resonance as an alternative lens to advance our understanding of an eternal desire and a global business

What is it about?

In contemporary business and marketing literature luxury is mainly approached from the perspectives of production, communication, and consumption. The author argues that to understand the phenomenon in the future, different, more contextualized, and human-focused lenses and methodologies are needed. He ventures out into philosophy, sociology, and anthropology to broaden the perspective on the matter and proposes resonance, the theory of successful world relations, as an alternative view on luxury and luxury consumption.

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