Key Success Factors of Digital Communication Strategies of Global Luxury Brands on Different Markets Exemplified by the Brand Chanel

Student: Makeeva Maria

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

The research outlines the key success factors that boasts global luxury brands while implementing their digital strategies in different markets. It was conducted at the very beginning of COVID-19 outbreak, which is definitely transforming the luxury businesses and their digital background. Based on the highligted success factors the new strategy of digital adaptation for new circumstances was suggested by the author and proved as effective one.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses