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Can emerging luxury brands compete with the old guard?
Posted By
a Luxury Daily columnist
On
January 4, 2017 @ 5:00 am
In Columns,Editor's Choice,Featured,Opinion |
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Ashok Som is professor of global strategy and chair of the management department at the ESSEC Business School
By
Ashok Som
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","iv":"18f9c9d31c6ff4128ad8d11ff02a5332","s":"e0b4f95383e2e6c2"}