Eagle in the Aquarium

Abstract

Several companies are disrupting the way that luxury companies create, deliver and capture value. Globalization and digitization are powerful enablers to reconfigure resources at the levels of funding (e.g. crowdfunding), design (e.g. 3D design), manufacturing (e.g. 3D printing), distribution (e.g. online platforms), marketing and communication (e.g. online social networks). The eagle in the aquarium symbolizes these ``invaders'' in the luxury ecosystem, which will be presented in this chapter.1