Dr. Paurav Shukla Articles

Luxury Consumption Tendencies in Recession: Early Evidence - Click To Read Article
This articles focuses on an exploratory study conducted to understand how people across various industries, markets and cultures think about effect of recession on their luxury consumption.

The 5 killer myths for any business OR how to fail successfully in business... - Click To Read Article
The article talks about the 5 myths I have observed in my numerous interactions with entrepreneurs across the world. From my experience most of the times these myths have more to do with the business failure rather than the external forces. Read on...

Middle-aged consumers & luxury consumption - Click To Read Article
For every youthful consumer there is a middle-aged one with more money (and more credit) to spend who would rather like to be noticed too. How does this consumer segment consume luxury goods? What do they associate with? Using the examples of present communication strategies adopted by luxury product marketers and an empirical study, this article argues how they are missing an opportunity and provides managers with a novel way to market their luxury brands, focusing on how middle-aged consumers associate themselves with these brands.

Luxury consumption: will it really be affected by recession? - Click To Read Article
Will this looming recession have an impact on luxury consumption. In my understanding, not as much as it previously did. In this article I explore the reasons why there will be little effect of recession on luxury consumption.

Managing Luxury Brands in Recession - Click To Read Article
The article focuses on how luxury brands can manage the effects of recession and rather gain from it.


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