TY - CHAP

T1 - Luxury Brands as Employers

AU - Batt, Verena

AU - Berghaus, Benjamin

PY - 2014/9

Y1 - 2014/9

N2 - The luxury business has seen a substantial and sustainable positive development in recent years. However, with increased demand comes an organizational need for more hands on deck, turning this demand into profitable business. Here lies a particularly difficult task for luxury brands: attracting, employing and managing luxury-compatible high potentials. While managerial research focus has exclusively concentrated on consumers in the past, there is a lack of insight on luxury companies' ideal approach toward recruiting and retaining employees. We want to contribute to this question by identifying the motivators driving people working at luxury companies. Referring to insights on luxury consumer behavior, we identify conspicuousness, uniqueness, association, hedonism and quality as likely drivers for luxury employer attractiveness. Based on our findings, we derive managerial implications for an ideal offering to attract people that are best suited to work in the luxury goods industry.

AB - The luxury business has seen a substantial and sustainable positive development in recent years. However, with increased demand comes an organizational need for more hands on deck, turning this demand into profitable business. Here lies a particularly difficult task for luxury brands: attracting, employing and managing luxury-compatible high potentials. While managerial research focus has exclusively concentrated on consumers in the past, there is a lack of insight on luxury companies' ideal approach toward recruiting and retaining employees. We want to contribute to this question by identifying the motivators driving people working at luxury companies. Referring to insights on luxury consumer behavior, we identify conspicuousness, uniqueness, association, hedonism and quality as likely drivers for luxury employer attractiveness. Based on our findings, we derive managerial implications for an ideal offering to attract people that are best suited to work in the luxury goods industry.

KW - Management studies

UR - https://www.koganpage.com/product/the-management-of-luxury-9780749471668#

M3 - Contributions to collected editions/anthologies

SN - 978-0-74947166-8

VL - 1

SP - 361

EP - 377

BT - The Management of Luxury

A2 - Berghaus, Benjamin

A2 - Müller-Stewens, Günter

A2 - Reinecke, Sven

PB - Kogan Page

CY - London

ER -