Economy of Luxury
The “Economy of Luxury” developed in recent years, following a financial policy mainly oriented by speculation, now breaks into the global crisis globalization. Therefore now becomes necessary to set and reinforce the new phase of EVB in terms appropriate to productivity growth ‘SMEs, so they are always more able to act in an economic environment that remains without barriers, because of globalization.
What distinguishes EBV from the traditional economy of scale based on the reduction marginal cost per unit ‘of the product of each firm, lies primarily in new management structure (K-Management), necessary to optimize a system business-to-branch network in a way that is aimed at the dissemination of an economy variety. This is characterized by the ‘emergence of a share (in a multi entrepreneurial flexible aggregation between SMEs and Research Centers), of a whole series of activities’, both tangible types: eg. usability of machines, incubators, etc. .. .. and intangible, Eg. innovation, knowledge, cultural development, territorial development strategies, etc. ….. .
In this context of undertaking the challenge of building a network EVB, essentially consists in strengthen the economy through renewed trans-disciplinary knowledge, which Primary shared resource, to allow a renewal of investment to sectors production of high value-added feature for the future. The push towards a new generation of products such as are bio-and nano technologies, mainly for new resources needed expenditure on R & D, whose investment becomes possible only if you also creates an innovative entrepreneurial talent, (which we have referred to asK Enterpreneurschip), capable of distributing the risk of investments and simultaneously minimize the amount of expenditure in favor of reaching a large amplitude at dimension glocal “market of the variety, so ‘as it becomes allowed by the production of new products and processes of renewed marketing and sales.
Above and ‘made possible by an effective elasticity of production that is based on redistribution of the risk of the network and then on the decline of competitiveness’ local, which SMEs and ‘because of the danger of damage to each other, competition between all’ inside of the same territory. In addition to the company network, it becomes possible to decrease the dissipative factors spending caused by the surplus of the services in the network are made common, and finally by advantage of making available scientific and cultural resources able to regenerate the richness of knowledge will represent the identity ‘of the traditional values of the area.
This combination of factors-economic and cultural organization, to further reincreasing returns and open new strategies for economic and social welfare, with less expenditure of energy and material resources and personnel, including a sharp reduction in the ‘extraprofit taken from the production system by pressing the merchandising products sector each individual firm.
Therefore, a significant source of savings to drive the new prospects of development of Glocal-EVB in a logic of contemporary development lies in the replacement costs Marketing reclamistico, (often too high compared to the intrinsic value of the product), with Activities’ popular science and culture, capable of driving change people’s minds about economic development and productive. Fact, the marketing of products carried by the mass media, becomes increasingly unnecessary deterrent because of the development ‘represents a cost inconsistent for the real growth of EVB, devoting himself for the most part ‘the advertisement does not imply a elevation of science and culture of the people, as it is necessary to activate the
the marketing of new products with high quality ‘technological and scientific.
Publicity is the day today ’s value more and more’ ephemeral and superfluous, since ‘time Exposure spots is becoming more ’short, so that requires a continuous repetition’, eventually tends to annoy the consumer, who realizes that this’ which is modified and only the spot, but not the product. Thus the advertising ‘now lost of creativity’ becoming a mere truism ‘, because to attract the attention of the customer is reduced to associate constantly eg. commodified female body for all occasions, namely proposing a simple change of a slogan that has nothing to do with enhancement of any product. So ‘is clear that the’ intent advertising and only tense to renew the awareness to ‘purchase of the consumer, but without exploiting actually the real goodness’ and / or the actual product innovation.
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