Managing Innovative Thinking + Design

Wednesday, December 21, 2005

Trading Up

Trading Up

Trading Up: Why Consumers Want New Luxury Goods? and How Companies Create Them examines the business and social forces that have fueled the New Luxury phenomenon worldwide, tells stories of successful companies in the most important New Luxury categories, and includes discussion of the practices and methods that companies and leaders can use to take advantage of the trading-up trend. Trading Up was first published in 2003. The revised and updated 2005 hardcover edition proves that the trading-up phenomenon has not only grown stronger and more prevalent in the marketplace, but is now widely recognized by both business and academic observers and is much discussed worldwide.

"Trading Up, Chapter 1"

[PDF] Trading Up Executive Summary (2.92MB)
key ideas characteristics emotional spaces ladder of benefits demand curve practices

"Trading Up: Trends, Brands, and Practices 2004 Research Update"
by Neil Fiske, Michael J. Silverstein
May 11, 2004

"Why Strategy Still Matters"
by Patrick Ducasse, Anthony Pralle, George Stalk, Jr.
December 1, 2005

"Taking Care of Brands Through Vertical Integration"
by Berndt Hauptkorn, Joe Manget, Stefan Rasch
November 15, 2005

BCG's focus on conceptual, strategic thinking has yielded many breakthrough ideas that have become classics of strategy. The experience curve, time-based competition, sustainable growth, and total shareholder value are BCG concepts that many organizations have leveraged to enhance positioning.


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