[Business Continuity and Crisis Management in the Luxury Brand Industry]

By

ACKNOWLEDGEMENT

I would first like to express my gratitude for my research coordinator, colleagues, and peers and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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Abstract

The chapter of introduction discusses the background of research & the problem to be discussed is also presented for assuring the overall connectivity of any reader going through this dissertation. Along with the background & the problem statement it also shed light over the research questions as well as the purpose of the dissertation. Finally it presents a very brief insight into the structure of the thesis. The chapter 02 defines the term luxury & the features on the foundation of the related articles, journals, researches & literature. The significant characteristics & issues associated with sustaining a luxury brand's prosperity & success are also discussed. A model with reference to the strategy of finance would be developed at the end of the theoretical framework, especially in the context of luxury industry. The chapter of methodology comprise of all the methods used for the collection of data & the philosophy behind the choice of the methods. The discussion of philosophical approach has also been done along with the inspiration & enthusiasm following the choice of methodology. At the end empirical components have also been discussed. The analysis chapter presents the interview analysis of the companies that were chosen from the luxury brand industry. The whole process of collection as well as the analysis & interpretations are done. The chapter ends up with a concise summary of the findings & the collected information. An improved model of the financial strategy of luxury brands have also been developed for the conceptualisation of the importance associated with the strategies of finance of luxury brands in the times of financial crisis. Chapter 05 i.e. conclusion presents implications of the dissertation. It also sheds light over the areas that could be used for researching & analysis in the future & the complete summarisation of dissertation has also been done.

TABLE OF CONTENT

ACKNOWLEDGEMENT2

DECLARATION3

Abstract4

CHAPTER 01: INTRODUCTION1

Background1

Problem Discussion3

Aims4

Objectives4

Research Questions5

Limitations5

Disposition6

CHAPTER 02: LITERATURE REVIEW7

Introduction7

Luxury Definition7

Brand10

Brand Equity11

The Consumer Behaviour in Response to the Financial Crisis11

Creating a Successful Luxury Brand13

Luxury Customer Segmentation14

Price system16

Customer Relationship18

Background of Business Continuity Management20

Best Ways to Implement Business Continuity Management22

Business Continuity Management in 21st Century23

The Luxury Business Continuity Model25

Staircase Model26

Business Continuity Planning Methodology26

The Theoretical Criticism33

Summary38

CHAPTER 03: RESEARCH METHODOLOGY40

Methodology Choice40

Research Philosophy41

Approach of Philosophy42

Research Procedure43

Data Collection43

Primary data43

Secondary data43

Methods for Data Collection44

Interview44

Analysis of Data48

Method of Analysis49

Operationalisation50

Summary50

CHAPTER 04: ANALYSIS52

Financial Analysis of Burberry52

Analysis of the Structure57

Companies59

Autoropa AB59

Burberry60

Urhandel Bernhard Huke61

Analysis61

Summary of Research69

A Revised Model for the Financial Strategies of Luxury Brands71

Empirical Results72

Empirical Critique74

CHAPTER 05: CONCLUSION75

Conclusion of Dissertation75

Involvement77

Critical Reflections79

Future Study79

References81

Appendices102

Appendix - A102

Appendix - B106

Appendix - ...