Today I handed in my research proposal outline. The title is “Investigation into the use of e-commerce in luxury brands and the consequences on consumers behavior”. The research aims to fill the gap of the lack of current information on luxury brands’ use of World Wide Web (WWW) by surveying luxury brand managers and consumers. The purpose of the research is to analyse the current involvement of luxury brands with the WWW and which is their managers’ and their customers’ perception on that. Based on this analysis this research will attempt to determine the opportunities and threats emerging for the brand managers concerning multinational strategy due to global access to the brand’s website.
Of course the research proposal is not yet in its final form since I wait for some feedback on it. However you are welcome to download it here:
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