Identifying Profitable Markets

  • Diana Derval
Part of the Management for Professionals book series (MANAGPROF)


In this chapter, we investigate the neuroscience behind status-seeking, the sense of motion, and the different reactions towards luxury from one country to another, with the Moncler, Stella McCartney, and Yacht case. We will use the Benefits framework to predict and address luxury shoppers’ most hidden demands.


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Diana Derval
    • 1
  1. 1.DervalResearchAmsterdamThe Netherlands

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