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Creative heritage: Overcoming tensions between innovation and tradition in the luxury industry

Abstract : “Marketing” and “design” teams often experience conflicts when cooperating on innovation projects. In luxury industries, these difficulties are exacerbated by a tension between innovation and tradition, which, in turn, causes a loss of originality and operational efficiency. Based on three case studies of a luxury champagne house, we provide evidence of the existence of a type of cognitive resource—a creative heritage—that can help marketing and design teams in luxury organizations manage these tensions, address destructive and creative tensions, and, hence, gain originality that is coherent with tradition and operational efficiency.
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https://hal-mines-paristech.archives-ouvertes.fr/hal-03022919
Contributor : Stéphanie Brunet <>
Submitted on : Wednesday, November 25, 2020 - 9:11:28 AM
Last modification on : Friday, November 27, 2020 - 3:10:05 AM

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  • HAL Id : hal-03022919, version 1

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Daniel Carvajal Pérez, Pascal Le Masson, Benoit Weil, Axelle Araud, Vincent Chaperon. Creative heritage: Overcoming tensions between innovation and tradition in the luxury industry. Creativity and Innovation Management, Wiley, 2020. ⟨hal-03022919⟩

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