Humanism and luxury management | Quote for Forbes Japan


This week I have been featured in an article in Forbes Japan. The article [here], written by Hiroyuki Anzai and Kaori Nakano, considers the importance of human sciences to shape effective practices in luxury management.

Cashmere company Brunello Cucinelli is a case in point. The company is seen as the epitome of the so-called “humanistic capitalism.” Still, this is a business model pretty much rooted into founder Brunello’s personal ethos and beliefs. What about other companies? Don’t they need managers and talents with a humanistic approach to the business? Anzai and Nakano ask.

As other fellow educators in the field of luxury management, in the article I advocate for the integration of human sciences into business education.

Business management is about decision making. Without a clear understanding of what luxury is and how it constantly evolves, luxury managers may just end up reacting to market changes rather than leverage them for value creation. They are most likely to neglect emerging trends and relevant shifts in their customers’ preferences.

After decades of business education almost exclusively focussed on numerical subject areas, it is high time we gave human sciences a seat* at the table.

*a proper seat, not a foldable one