Building and staging a lignage in luxury: the case of chef in haute-cuisine




Delphine Dion, PhD in Management, head of the Master of Marketing and Commercial Practices, published with Elodie de Boissieu, director of  The Ecole Internationale du Marketing du Luxe, an article in the last edition of Décisions Marketing.

This research analyses marketing practices used to ensure the continued existence of luxury brands charismatic legitimacy. Based on the analysis of interviews with various actors of the field of haute-cuisine and the study of gastronomic restaurants web-sites, we identified actions to (1) inscribe chefs into a lineage in order to transfer the charismatic legitimacy to his/their successor(s), and (2) how this lineage is staged in the service delivery process and in the restaurant. Based on these results and transposing Kantorowicz’ theory of the king’s two bodies, the researchers discuss the concept of the brand two bodies. They recommend several actions to build the brand two bodies and link these elements through a lineage.


Contact : Delphine Dion