The effect of the entrepreneurial imprinting in the luxury industry: the case of Versace

Abstract

The aim of this thesis is to understand the concept of entrepreneurial imprinting and if and how it affects the organization during the succession processes. In particular, it focuses on the research of the luxury industry, analyzing the case of Gianni Versace Srl. The first chapter defines the concepts of entrepreneur and creative entrepreneur, focusing in particular on the luxury industry. The chapter starts with an introduction to the concept of entrepreneur, then continues including and explaining the concept of creative entrepreneur and finishes with the focus on the link between the figure of entrepreneur and the organization understanding why this connection is fundamental. The second chapter focuses on the concepts of imprinting and succession with a particular link to the entrepreneurial world. Linked to the previous chapter, the third chapter introduces the concept of luxury brand, in order to find interactions and connections between the luxury brand and the concept of imprinting. The fourth and last chapter combines the theoretical elements analyzed in the previous three to find evidence in the case study about the fashion Maison Versace.