Serena Rovai, Head of the International Affairs and Associate Professor at La Rochelle Business School, identifies the main strengths and opportunities associated with the Chinese luxury market, explains the influence of ‘Chinese characteristics’ on its development and mode of operations, and reflects on the challenges associated with diverse consumption orientations.
China’s love for luxury is not a phenomenon brought on by the contemporary luxury market, but has been a part of Chinese culture and history for generations.
In her new book, Luxury the Chinese Way: New Competitive Scenarios, Serena Rovai describes how the Chinese luxury industry is again re-emerging along modern cultural and socio-economic contexts, and is taking the market by storm.
Welcome and Introduction
Roberto Grandi, Director of the Master in Marketing, Communication & New Media, Bologna Business School
Alfredo Montanari, Executive Senior Advisor, Bologna Business School
Guest speaker
Serena Rovai, Head of the International Affairs and Associate Professor at Groupe Sup de Co La Rochelle
The meeting will be held in English.
