Dr. Marie-Cécile Cerveillon

On Wednesday February 6th 2013, Dr. Marie-Cécile Cervellon and Lara Shammas (student in the Master in International Marketing at IUM) presented the state of their research on “The value of sustainable luxury in mature markets: France, Italy, Great-Britain, Canada” in the Winter session of the Global Business Conference, Tignes (France).

International University of Monaco, Monaco, 21 September 2011

Lara Shammas

Using Zaltman Metaphorical Elicitation Technique, the researchers unravel cross-cultural differences on the value of sustainable luxury at four levels: the social value, the symbolic/cultural value, the individual/ego-centered value and the ecological value. The article related to this conference will be published later this year in a scientific journal.