| Project Title: | The Sustainable Strategies for Luxury Products During the COVID-19 Pandemic |
| Author: | Mr. Nway Zarchi Ko |
| Advisor: | Dr. Tanakorn Limsarun |
| Degree: | Master of Business Administration (International Program) |
| Major: | Marketing Management |
| Faculty: | Graduate Schools |
| Academic year: | 2023 |
| Url: Published: |
Conference International Conference on Economics, Business and Interdisciplinary Studies (ICEBIS 2021) on 18 March 2022 |
Citation
Ko, Nway Zarchi. (2023). The sustainable strategies for luxury products during the COVID-19 pandemic. (Master’s independent study). Bangkok: Siam University.
Abstract
This article providedan overview and assessment of luxury concepts and the fundamental theories of the customer’s culture that invent the market of luxury during the COVID-19 pandemic. The researcher investigatedthe driving factors to address the shift of customer behavior and the study revealed how to adapt quickly to a new sustainable strategy based on the customer driving factors. Also, how the risk management was important to be trained to overcome unexpected situation’s such as COVID-19. Based on the analysis of this research, it taught new opportunities to achieve innovations that can be called the new normal, while the luxury markets are dealing with COVID-19 pandemic.
Keywords: sustainable strategies, luxury consumer market, COVID19 pandemic.
The Sustainable Strategies for Luxury Products During the COVID-19 Pandemic
Master of Business Administration (International Program), Siam University, Bangkok, Thailand