Jonas Hoffman

Associate Professor at SKEMA

at The Florida International University College of Business

Biography

SKEMA

Professor of Luxury Strategy at SKEMA Business School and expert in innovation, I am also an executive trainer, consultant and keynote speaker in international summits in Europe, the United States, Asia and the Middle East. My passion is to develop relevant knowledge for senior executives to strategize and act appropriately when faced with complex global problems. I bring a novel, independent, and international perspective to issues of strategy, innovation, branding and growth by developing a three-step “lab” approach.

The first step involves identifying patterns of strategy development and constructing a model based on comparative case studies, literature review and experience. In the second step, the model is improved and refined after interaction with companies and executives through consulting and executive education. Finally, the results are consolidated into a sound and actionable model complete with methods and tools. My field of work in recent years has been primarily the luxury/creative sector and entities competing in symbolic markets, and secondarily the tech and energy sectors.

My latest project is “Independent Luxury: The 4 innovation strategies to endure in the consolidation jungle” (Palgrave Macmillan), a book co-developed with Laurent Lecamp. We deal with the timely issue of the survival of independent luxury companies. The book present four winning innovation strategies, and an original approach to guide entrepreneurs, creators, designers, managers and all those who dare to challenge the status quo to become groundbreakers.

The Florida International University College of Business

Dr. Jonas Hoffmann is Associate Professor at SKEMA Business School and expert in the luxury industry in emerging countries, giving executive training and consulting in Europe, US, China and Brazil. He advises companies on developing innovative market and branding strategies and is frequently invited as a speaker at international professional events, like the China Luxury Summit, Beyond Beauty and LuxePack. He has published more than 50 articles/chapters and co-authored six books, including: Global Luxury Trends, Luxury Strategy in Action and Sustainable Innovation Strategy (Palgrave-Macmillan).

His newest book, "Independent Luxury: The four innovation strategies to endure in the consolidation jungle" (Palgrave Macmillan) will be released this summer and it is the first of its kind dealing with the timely issue of independent luxury companies' survival. It presents four winning innovation strategies and a novel approach to guide entrepreneurs, creators, designers, managers and those who dare to challenge the status quo to become groundbreakers.

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