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2024 | OriginalPaper | Chapter

4. From Disruption to Absorptive Capacity: The Life Cycle of Digital Marketing Innovation for Luxury Businesses

Authors : Faheem Uddin Syed, Diletta Vianello, Zuzana Kvítková, Riccardo Rialti

Published in: Digital Transformation for Fashion and Luxury Brands

Publisher: Springer International Publishing

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Abstract

As Internet use increases and lifestyles begin to transform in various ways, consumers have become more aware of luxury hospitality, which was originally only accessible to high aristocracy. This has led to a unique form of brand worship, increasing gravitas through digital marketing. However, luxury hospitality businesses face problems and challenges when absorbing digital marketing innovation. As such, capability factors and luxury hospitality digital marketing innovation is a hot topic worthy of repeated discussion and analysis. In the European market, digital marketing has impacted upon consumer culture in many ways. Luxury hospitality marketing strategies adapt in line with technical progress, digital platforms, and customer growth. This study extends academic literature on this subject by introducing absorptive capacity as a factor enabling the successful implementation of digital marketing innovation. The objective of this chapter is to explore the importance of absorptive capacity, marketing capability, and disruptive innovation as elements integral to the life cycle of digital marketing innovation.

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Title: From Disruption to Absorptive Capacity: The Life Cycle of Digital Marketing Innovation for Luxury Businesses
Authors: Faheem Uddin Syed
Diletta Vianello
Zuzana Kvítková
Riccardo Rialti
Publisher: Springer International Publishing
Book: Digital Transformation for Fashion and Luxury Brands
Print ISBN: 978-3-031-35588-2

Electronic ISBN: 978-3-031-35589-9

Copyright Year: 2024
DOI: https://doi.org/10.1007/978-3-031-35589-9_4