Author(s)

Guanjun Lu ¹

Affiliation(s)

¹ Lingnan University, Hongkong, 999077, China

Corresponding Author

Guanjun Lu

ABSTRACT

Using a combination of quantitative and qualitative inquiry, this paper used LVMH group development as a case study to examines how the frequent mergers and acquisitions of luxury goods groups have had an impact on the globalization of their brands. Through the study, this article finds that the number of brands owned by the group and the number of shops worldwide are highly correlated and therefore it can be determined that mergers and acquisitions has had a significant impact in the globalization of their brands.

KEYWORDS

Mergers and acquisitions strategies, Brand globalization, Luxury

CITE THIS PAPER

Guanjun Lu, Mergers and Acquisitions Strategies in the Globalization of Luxury--Using the LVMH Group as a Case Study. Accounting and Corporate Management (2022) Vol. 4: 63-66. DOI: http://dx.doi.org/10.23977/acccm.2022.040507.

REFERENCES

[1] Chung, Y., & Kim, A. J. (2019; 2020;). Effects of mergers and acquisitions on brand loyalty in luxury brands: The moderating roles of luxury tier difference and social media. Journal of Business Research, 120, pp.434-442. doi:10.1016/j.jbusres.2019.11.030
[2] MarketLine, (2019). MarketLine Industry Profile: Global Luxury Goods. [Online]Available: http:// www. MARKETLINE.com
[3] Donzé, P. (2020). The transformation of global luxury brands: The case of the swiss watch company longines, 1880-2010. Business History, 62(1), pp.26-41.https://doi.org/10.1080/00076791.2017.1291632
[4] Taplin, I. M. (2019). How luxury brands maintain their luster. Global Business and Organizational Excellence, 39(1), pp.6-13. doi:10.1002/joe.21977A
[5] Louis Vuitton Moët Hennessy (2003-2021). LVMH Group annual report (2002-2020). [Online]Available: https://cn.lvmh.com/

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