From Disruption to Absorptive Capacity: The Life Cycle of Digital Marketing Innovation for Luxury Businesses

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F24%3A%230000175" target="_blank" >RIV/02819180:_____/24:#0000175 - isvavai.cz</a>

Výsledek na webu

<a href="https://link.springer.com/chapter/10.1007/978-3-031-35589-9_4" target="_blank" >https://link.springer.com/chapter/10.1007/978-3-031-35589-9_4</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-031-35589-9_4" target="_blank" >10.1007/978-3-031-35589-9_4</a>

Jazyk výsledku

angličtina

Název v původním jazyce

From Disruption to Absorptive Capacity: The Life Cycle of Digital Marketing Innovation for Luxury Businesses

Popis výsledku v původním jazyce

As Internet use increases and lifestyles begin to transform in various ways, consumers have become more aware of luxury hospitality, which was originally only accessible to high aristocracy. This has led to a unique form of brand worship, increasing gravitas through digital marketing. However, luxury hospitality businesses face problems and challenges when absorbing digital marketing innovation. As such, capability factors and luxury hospitality digital marketing innovation is a hot topic worthy of repeated discussion and analysis. In the European market, digital marketing has impacted upon consumer culture in many ways. Luxury hospitality marketing strategies adapt in line with technical progress, digital platforms, and customer growth. This study extends academic literature on this subject by introducing absorptive capacity as a factor enabling the successful implementation of digital marketing innovation. The objective of this chapter is to explore the importance of absorptive capacity, marketing capability, and disruptive innovation as elements integral to the life cycle of digital marketing innovation.

Název v anglickém jazyce

From Disruption to Absorptive Capacity: The Life Cycle of Digital Marketing Innovation for Luxury Businesses

Popis výsledku anglicky

As Internet use increases and lifestyles begin to transform in various ways, consumers have become more aware of luxury hospitality, which was originally only accessible to high aristocracy. This has led to a unique form of brand worship, increasing gravitas through digital marketing. However, luxury hospitality businesses face problems and challenges when absorbing digital marketing innovation. As such, capability factors and luxury hospitality digital marketing innovation is a hot topic worthy of repeated discussion and analysis. In the European market, digital marketing has impacted upon consumer culture in many ways. Luxury hospitality marketing strategies adapt in line with technical progress, digital platforms, and customer growth. This study extends academic literature on this subject by introducing absorptive capacity as a factor enabling the successful implementation of digital marketing innovation. The objective of this chapter is to explore the importance of absorptive capacity, marketing capability, and disruptive innovation as elements integral to the life cycle of digital marketing innovation.

Druh

C - Kapitola v odborné knize

CEP obor

—

OECD FORD obor

50200 - Economics and Business

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Digital Transformation for Fashion and Luxury Brands

ISBN

9783031355899

Počet stran výsledku

23

Strana od-do

67-89

Počet stran knihy

480

Název nakladatele

Palgrave Macmillan

Místo vydání

Cham

Kód UT WoS kapitoly

—