Neopredmetena sredstva kot vir konkurenčne prednosti luksuznih blagovnih znamk v mednarodnem okolju

Pesko, Amadej

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Title:	Neopredmetena sredstva kot vir konkurenčne prednosti luksuznih blagovnih znamk v mednarodnem okolju
Authors:	ID Pesko, Amadej (Author) ID Logožar, Klavdij (Mentor) More about this mentor...
Files:	MAG_Pesko_Amadej_2026.pdf (1,87 MB) MD5: E866F2F943F36DC5FA3A278F0668C122
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Današnja izredno konkurenčna poslovna okolja vse bolj zaznamujejo neopredmetena sredstva, medtem ko tradicionalna opredmetena pogosto izgubljajo pomen. Tovrstni vzorec je še posebej opazen v luksuzni industriji, kjer se blagovne znamke pri svojem poslovanju vse bolj opirajo na sredstva, kot so dediščina, simbolna vrednost in ugled. Kljub številnim raziskavam s področja luksuznih sektorjev in luksuznih blagovnih znamk pa opažamo, da se še vedno pojavljajo določena nesoglasja in nejasnosti glede razumevanja, kako neopredmetena sredstva dejansko prispevajo k dolgoročni konkurenčni prednosti (luksuznih) blagovnih znamk v mednarodnem okolju. V okviru pričujočega magistrskega dela smo podrobneje preučili konkurenčne prednosti, neopredmetena sredstva, luksuzne blagovne znamke in izkustveno gospodarstvo, da bi bolje razumeli, kako neopredmetena sredstva prispevajo k vzpostavljanju in ohranjanju dolgoročne konkurenčne prednosti luksuznih blagovnih znamk. S pomočjo kvalitativnega raziskovalnega pristopa in študije primerov luksuznih blagovnih znamk Roja Parfums, Hermès in Rolex smo ugotovili, da imajo neopredmetena sredstva, kot so dediščina, ugled in simbolna vrednost, večji vpliv na zaznano vrednost potrošnikov kot opredmetena sredstva; izkušnja strank pa ima ključno vlogo pri pretvorbi neopredmetenih sredstev v zaznano vrednost. Ugotovitve izbranih primerov kažejo, da neopredmetena sredstva predstavljajo pomemben vir dolgoročne konkurenčne prednosti obravnavanih luksuznih blagovnih znamk. Ugotovitve pričujočega dela prispevajo h globljemu razumevanju pomena neopredmetenih sredstev, ponujajo vpogled v učinkovito upravljanje blagovnih znamk v luksuznih segmentih in hkrati predstavljajo uporabno izhodišče za menedžerje pri sprejemanju strateških odločitev, povezanih z vzpostavljanjem in ohranjanjem dolgoročne konkurenčne prednosti luksuznih blagovnih znamk.
Keywords:	neopredmetena sredstva, konkurenčna prednost, luksuzne blagovne znamke, mednarodno poslovanje, izkustveno gospodarstvo.
Place of publishing:	Maribor
Publisher:	A. Pesko]
Year of publishing:	2026
PID:	20.500.12556/DKUM-99280
UDC:	658.626
COBISS.SI-ID:	292403203
Publication date in DKUM:	24.09.2026
Views:	16
Downloads:	1
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	11.08.2026

Secondary language

Language:	English
Title:	Intangible assets as a source of competitive advantage for luxury brands in an international environment
Abstract:	Today’s highly competitive business environment is increasingly characterized by intangible assets, while traditional tangible assets are often losing their significance. This trend is particularly evident in the luxury industry, where brands increasingly rely on assets such as heritage, symbolic value, and reputation in their business operations. Despite numerous studies on the luxury sector and luxury brands, we observe that certain disagreements and ambiguities still exist regarding the understanding of how intangible assets actually contribute to the long-term competitive advantage of (luxury) brands in an international environment. This master’s thesis, examines the areas of competitive advantage, intangible assets, luxury brands, and the experience economy to better understand how intangible assets actually contribute to establishing and maintaining the long-term competitive advantage of luxury brands. Using a qualitative research approach and case studies of the luxury brands Roja Parfums, Hermès, and Rolex, we found that intangible assets—such as heritage, reputation, and symbolic value—have a greater impact on consumers’ perceived value than tangible assets, and that the customer experience plays a key role in transforming intangible assets into perceived value. The findings from the selected cases indicate that intangible assets represent an important source of long-term competitive advantage for the luxury brands examined. The findings of this study contribute to a deeper understanding of the importance of intangible assets, offer insights into effective brand management in the luxury segment, and at the same time provide a useful basis for managers, when making strategic decisions aimed at establishing and sustaining the long-term competitive advantage of luxury brands.
Keywords:	intangible assets, competitive advantage, luxury brands, international business, experience economy.

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