Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book explores how current knowledge in strategy and marketing to deal with the most common luxury management problems is limited. It focuses attention on the way luxury creates value. The book sets the ground for the competitive discussion of luxury as it unveils the fundamental principles that explain a luxury firm’s ability to compete meaningfully in the marketplace. It provides a conceptualization of the concept of creativity for luxury firms and discusses the role of creativity within the firm’s boundaries. The book highlights how creativity shapes the firm’s ability to compete meaningfully and their value creation process. It enhances the view of creativity to argue why creative firms cannot be understood in isolation. The book concludes the journey with an observation of change and an approximation to luxury evolution.