Creative heritage: Overcoming tensions between innovation and tradition in the luxury industry

“Marketing” and “design” teams often experience conflicts when cooperating on innovation projects. In luxury industries, these difficulties are exacerbated by a tension between innovation and tradition , which, in turn, causes a loss of originality and operational efficiency. Based on three case studies of a luxury champagne house, we provide evidence of the existence of a type of cognitive resource—a creative heritage —that can help marketing...