000			02461nam a22003017a 4500
003			OSt
005			20251103154938.0
008			250918b |||||||| |||| 00| 0 eng d
020			_a0022-2429
040			_ctbs
041			_aEnglish
100			_aDion, Delphine _91961
245			_aThe Enrichment Economy _b: Market Dynamics, Brand Strategy, and Ethics _c/ Delphine Dion, Roman Pavlyuchenko, and Sonja Prokopec
260			_bJournal of Marketing _c2025
310			_aJournal of Marketing. Mar2025, Vol. 89 Issue 2, p96-118. 23p
520			_aRare watches, fine wines and spirits, sports cars, designer sneakers, and many other luxury goods create massive enrichment opportunities for consumers if they resell them on secondary markets. This trend is part of the enrichment economy, a novel form of market arrangement wherein consumers use iconic goods to increase their capital. However, it creates challenges for brands, such as preserving their primary market desirability and avoiding cannibalization. To understand how brands can navigate the enrichment economy, the authors conducted an ethnographic study of the luxury watch industry. They draw on market system dynamics to theorize market processes that sustain a market within the enrichment economy, and they explain the shared discourses, norms, and practices that make the enrichment economy function. This research makes four contributions. First, the authors theorize primary–secondary market dynamics as a novel class of market dynamics. Second, they theorize the new role of luxury brands as enrichment curators. Third, they discuss the ethics of enrichment by highlighting inequalities and risks it creates. Fourth, this research introduces the enrichment strategy as a novel brand strategy that capitalizes on the market dynamics of enrichment. The authors offer recommendations for luxury and nonluxury brands on product portfolio management, customer relationship management, and ethical innovation.
653			_aSecondhand trade
653			_aLuxuries
653			_aBrand name products ;
653			_aLuxury goods industry
653			_aCustomer relationship management
653			_aBusiness ethics
653			_aCircular economy
700			_aPavlyuchenko, Roman _926397
700			_aProkopec, Sonja _926398
856			_uhttps://bibliotheque.tbs-education.fr/Default/doc/bth/182798510/the-enrichment-economy-market-dynamics-brand-strategy-and-ethics
942			_2lcc
999			_c5132 _d5132