Developing a digital brand communication strategy for the Chinese market.
Thursday, 28 Apr 2016
Workshop "The Making of a High-end Brand" on top of the Diwang Tower with about 40 entrepreneurs from Shenzhen interested in de
I run a track chair on "Luxury Brand-building" and gave a presentation introducing "
Surprisingly, at least for a luxury brand, Gaggenau is very successful in the Chinese b2b market.
Giving a course about "Luxury Brand-building" at the Sogang International MBA Global Summer School 2016 in Seoul.
Guest lecture about "The Development of Luxury Brand Idenitity" at the
Managing a luxury brand in China - a project about the launch of a top-end perfume into the Chinese market.
Downturn, what downturn?
Heine, K., Phan, M. & Atwal, G. (2016) Authenticity and Prestige: What Luxury Brands could learn from the wine industry?
Conference co-organization: The two-day conference explored contemporary issues and innovative research in the area of luxury b
A project on luxury HR marketing: How to attract the right talents to the right brands?
Kicked off at Richmont's famous Kee Club in Shanghai, the project aims at studying in-depth the multi-brand POS & luxury watch retail landscap
A new EMLYON cooperation project: How to further improve the retail performance of PRL in Shanghai?
G.P. Grant is a manufacturer of high-end smoking accessories headquartered in Switzerland.
This is a call for conceptual and empirical contributions for my track chair on "Luxury Brand-Building" at the Global Marketing
Art for the Ear, here it were it comes from - you can feel their passion for their audio systems and speakers!
Gobi Cashmere is a high-end brand from Mongolia with much ambition to develop their brand in Western markets.
The two-day conference explores contemporary issues and innovative research in the area of luxury branding management.
Surprise, surprise, there exist already a number of Chinese luxury brands.
Final presentation of the EMLYON & Jiao Tong university student team at the Gaggenau showroom in Shanghai to the Gaggenau C
Visitng the "annual Concours d’Elegance dedicated to the Chinese and Asian automobile enthusiasts and classic car community." The highlight was th
The Journal of Brand Management presents this call for papers for a special issue on "Luxury Brand-Building and Development: Ne
Kick-off meeting at Jiao Tong Luxury Research Center.
Kick-off meeting with Mr. Mi Changhong, the founder & CEO of Longio.
Meeting at the Montblanc headquarters in Shanghai.
Market and trend research and lot's of creativity for three months to come...!
The new ranking "Top 50 German Luxury Brands" is out.
Track chair on Luxury Trends and Strategies
Discussing future opportunities in the Chinese high-end market.
The CEIBS 7th Prestige Brands Forum 2015.
The Handmade in Germany Tour in Shanghai.
The Change of Luxury: New Challenges and Opportunities for Market Research and Marketing in the Luxury Food Industry.
During my course "Luxury Brand Management" (as part of the EMLYON Luxury Management & Marketing Master program), student te
Kick-off meeting at MPH in Shanghai.
Two-day training program with the team and their agency.
Heine, K., and Petersen, F.E. (2015) Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige.
Klaus Heine and Michel Gutsatz (2014) Luxury Brand Building in China: Eight Case Studies and Eight Lessons Learned.
You are cordially invited to submit papers for our conference track "New Luxury vs. Old Luxury: Luxury Trends and Strategies".
LRJ is a new cross-disciplinary, peer-reviewed international journal that publishes high-quality conceptual and empirical articles (using quantita
A new book about Wine Business Management edited by Steve Charters & Jérôme Gallo and published by Pearson.
2014 Global Marketing Conference at Singapore “Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice”
Sonntag, Mediengruppe Madsack (2014) Man Gönnt Sich Ja Sonst Alles.
Vera Waldschmidt and Klaus Heine contributed several articles to the Meisterkreis China Compendium.