haku: @indexterm BRAND NAMES / yhteensä: 212
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| Tekijä: | Wetlaufer, S. |
| Otsikko: | Bernard Arnault of LVMN: The Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH |
| Lehti: | Harvard Business Review
2001 : OCT, VOL. 79:9, p. 116-124 |
| Asiasana: | INTERVIEWING BRANDS BRAND NAMES COMPANIES |
| Kieli: | eng |
| Tiivistelmä: | In a rare interview, the chairman of LVMH, Bernard Arnault, opens the window on that question with the author. Arnault identifies how companies build star brands and describes the process LVMH uses to create its wildly innovative products. First, the luxury goods giant begins with radical mnovation-an unpredictable, messy, highly emotional activity that the company wholly endorses. Unlike many companies, LVMH does not believe in managerial limit setting. Artists must be completely unfettered by financial and commercial concerns, Arnault insists, to do their best work. When it comes to getting that creativity onto the shelves, however, LVMH banishes such chaos. |
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