Mergers and Acquisitions Strategies in the Globalization of Luxury – Taking LVMH Group as a Case Study
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Mergers and acquisitions
Brand globalization



Submitted : 2022-03-23
Accepted : 2022-04-07
Published : 2022-04-22


Using a combination of quantitative and qualitative inquiry, the development of LVMH Group is taken as a case study to examine how the frequent mergers and acquisitions of luxury goods groups have had an impact on the globalization of their brands. Through this study, it is found that the number of brands owned by the group and the number of shops worldwide are strongly correlated. Therefore, it can be concluded that mergers and acquisitions have had a significant impact on the globalization of their brands.


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