Dr. Fabio Duma

ZHAW School of Management and Law
Center for Culture & Creativity in International Business (C3IB)
Theaterstrasse 17
8400 Winterthur

+41 (0) 58 934 76 31
fabio.duma@zhaw.ch

Personal profile

Management role

Head, Head Competence Team Luxury Management

Position at the ZHAW

Lecturer; Head Competence Team Luxury Management

Professional development teaching

CAS Luxury Management

Expertise and research interests

Luxury Strategy & Management, in particular:

- Management of the Personal Interaction in Luxury Retail
- Niche Strategies in Luxury, Independent Luxury Brands
- Digital Transformation in Luxury
- Mindful Luxury: Luxury & Corporate Responsibility

Educational background

Dr.oec. HSG (Ph.D. HSG)
Master of Arts (HSG) in Marketing, Services & Communication Management
Bachelor of Arts (HSG) in Business Administration

Membership of networks

Swiss-American Chamber of Commerce, San Francisco Chapter
Efficiency Club Schweiz
HSG Alumni Zurich, St. Gallen, San Francisco Chapters
Academic Reviewer, Asia-Pacific Journal of Business Administration

Publications

Articles in scientific journal, peer-reviewed

Duma, Fabio; Hallier Willi, Christine; Nguyen, Bang; Melewar, T.C.,

2016.

The management of luxury brand behavior : adapting luxury brand management to the changing market forces of the 21st century.

The Marketing Review.

16(1), pp. 3-25.

Available from: https://doi.org/10.1362/146934716X14636478977197

Books and monographs, peer-reviewed

Duma, Fabio,

2018.

Management der persönlichen Interaktion im Verkauf von Luxusgütern : eine Untersuchung am Beispiel von Schweizer Luxusuhren.

St.Gallen:

Difo-Druck.

Available from: http://www1.unisg.ch/www/edis.nsf/SysLkpByIdentifier/4761/$FILE/dis4761.pdf
Duma, Fabio,

2017.

Management der persönlichen Interaktion im Verkauf : eine Untersuchung am Beispiel von Schweizer Luxusuhrenherstellern.

St.Gallen:

Universität St.Gallen.

Dissertationen / Universität St. Gallen ; 4761.
Duma, Fabio; Hallier Willi, Christine; Steinmann, Cary,

2015.

The business of luxury.

1. Auflage.

Zürich:

vdf Hochschulverlag.

SML essentials ; 2.

ISBN 978-3-7281-3662-6.

Book parts, peer-reviewed

Bendoni, Wendy K.; Duma, Fabio,

2021.

Pivots in the luxury business : discovering the new luxury consumer through social data

.

In:

Mosca, Fabrizio; Casalegno, Cecilia; Gallo, Rosalia, eds.,

Developing Successful Global Strategies for Marketing Luxury Brands.

Hershey:

IGI Global.

pp. 139-156.

Available from: https://doi.org/10.4018/978-1-7998-5882-9.ch008
Pedrazzi, Camilla; Duma, Fabio; Gadgil, Maya,

2021.

There is no such thing as the millennial : a cross-cultural analysis of luxury and prestige perception among young people in Switzerland and South Korea

.

In:

Mosca, Fabrizio; Casalegno, Cecilia; Gallo, Rosalia, eds.,

Developing Successful Global Strategies for Marketing Luxury Brands.

Hershey:

IGI Global.

pp. 230-260.

Available from: https://doi.org/10.4018/978-1-7998-5882-9.ch013
Duma, Fabio; Labati, Florence; Brunetti, Gianluca; Gadgil, Maya,

2020.

Mastering the digital transformation as a heritage luxury fashion brand

.

In:

Marché et Organisations.

Editions L' Harmattan.

pp. 33-54.

Available from: https://doi.org/10.3917/maorg.037.0033
Duma, Fabio; Labati, Florence; Brunetti, Gianluca,

2019.

Digitale Transformation eines Traditionshauses im Luxusmodesegment : Fallstudie Zimmerli of Switzerland

.

In:

Uhl, Axel; Loretan, Stephan, eds.,

Digitalisierung in der Praxis : so schaffen KMU den Weg in die Zukunft.

Wiesbaden:

Springer.

pp. 85-107.

Available from: https://doi.org/10.1007/978-3-658-26137-5_6

Conference contributions, peer-reviewed

Duma, Fabio; Björck, Albena,

2021.

Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand [paper].

In:

Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future.

4th Edition of the Monaco Symposium on Luxury 2021.

MONACO SYMPOSIUM ON LUXURY.

pp. 13.
Duma, Fabio; Studer, Pirmin,

2020.

Luxury ecosystems : towards a new modus operandi for high-end brands in a changing world of luxury [paper].

In:

2020 Global Marketing Conference at Seoul Proceedings.

Global Marketing Conference 2020, Seoul (Virtual Conference), 5-8 November 2020.

pp. 493-499.

Available from: https://doi.org/10.15444/GMC2020.04.08.02
Fernandes, Luca; Duma, Fabio,

2019.

Balancing tradition and innovation : assessment of new luxury hospitality business models and their implications on 5-star hotels in Switzerland [paper].

In:

2019 Global Fashion Management Conference at Paris, Paris, France, 11-14 July 2019.

Global Alliance of Marketing & Management Associations.

pp. 515-521.

Available from: https://doi.org/10.15444/GFMC2019.05.06.03
Duma, Fabio; Gadgil, Maya,

2019.

Breaking the rules of luxury : decoding a born digital niche watch brand’s recipe for success in a competitive market [paper].

In:

2019 Global Fashion Management Conference at Paris, Paris, France, 11-14 July 2019.

Global Alliance of Marketing & Management Associations.

pp. 554-564.

Available from: https://doi.org/10.15444/GFMC2019.05.08.02
Duma, Fabio; Gadgil, Maya,

2018.

David versus Goliath “Deluxe” : innovative approaches of niche entrepreneurs and why they flourish in the big shadow of mainstream luxury [paper].

In:

2018 Global Marketing Conference at Tokyo Proceedings.

2018 Global Marketing Conference, Tokyo, 26-29 July 2018.

Global Alliance of Marketing & Management Associations.

pp. 1494-1502.

Available from: https://doi.org/10.15444/GMC2018.12.08.01
Duma, Fabio; Popcsev, Mark; Seelhofer, Daniel,

2017.

Economies of small : niche strategies and success factors of independent luxury brands in a global market dominated by big business [paper].

In:

Global Fashion Management Conference.

2017 Global Fashion Management Conference, Vienna, 6-9 July 2017.

Global Alliance of Marketing & Management Associations.

pp. 343-350.

Available from: https://doi.org/10.15444/GFMC2017.04.08.01
Duma, Fabio; Popcsev, Mark,

2017.

The identity of independent niche luxury brands : differentiating characteristics and the role of authenticity [paper].

In:

Global Fashion Management Conference.

2017 Global Fashion Management Conference, Vienna, 6-9 July 2017.

Global Alliance of Marketing & Management Associations.

pp. 245-252.

Available from: https://doi.org/10.15444/GFMC2017.03.08.01
Duma, Fabio; Hallier Willi, Christine,

2016.

Aligning identity and behavior in luxury watch retail : understanding the front reality of sales staff in luxury watch boutiques as a starting point [paper].

In:

Global marketing conference proceedings.

Global Marketing Conference, Hong Kong, 21-24 July 2016.

Global Alliance of Marketing & Management Associations.

pp. 416-424.

Available from: https://doi.org/10.15444/GMC2016.04.06.01
Duma, Fabio; Hallier, Christine,

2015.

Cultivating corporate reputation from the bottom : evaluation of service encounter management in luxury watch monobrand boutiques [paper].

In:

2015 Global Fashion Management Conference at Florence Proceedings.

Global Fashion Management Conference, Florence, Italy, 25-28 June 2015.

Global Alliance of Marketing & Management Associations.

pp. 793-797.

Available from: https://doi.org/10.15444/GFMC2015.05.06.01

Other publications

Leinert, Lisa; Brand, Fridolin S.; Duma, Fabio,

2016.

Branchenstudie Food : Kennzahlen, Struktur, Veränderungstreiber und Entwicklungspotenziale der Schweizer Lebensmittelindustrie.

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from: https://doi.org/10.21256/zhaw-1199
Leinert, Lisa; Brand, Fridolin S.; Duma, Fabio,

2016.

Branchenstudie Food : Kennzahlen, Struktur, Veränderungstreiber und Entwicklungspotenziale der Schweizer Lebensmittelindustrie.

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

ISBN 978-3-03870-005-0.

Available from: https://doi.org/10.21256/zhaw-1126
Leinert, Lisa; Brand, Fridolin S.; Duma, Fabio,

2016.

Food Sector Study : Figures, Structure, Forces of Change, and Development Potential of the Swiss Food Industry.

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from: https://doi.org/10.21256/zhaw-1188
Leinert, Lisa; Brand, Fridolin S.; Duma, Fabio,

2016.

Food Sector Study : Figures, Structure, Forces of Change, and Development Potential of the Swiss Food Industry.

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

ISBN 978-3-03870-004-3.

Available from: https://doi.org/10.21256/zhaw-1125
Duma, Fabio,

2014.

Der Service Encounter als "Moment of Truth" : die Besonderheit der persönlichen Kunden-Mitarbeiter-Interaktion beim Verkauf von Luxusuhren verstehen [poster].

In:

SML Research Colloquium, Winterthur, 31. Oktober 2014.

Oral conference contributions and abstracts

Pieth, Matthias; Duma, Fabio,

2021.

Connoisseurship consumption & market evolution : the case of the Swiss mechanical watch industry and the emergence of new luxury watch brands.

In:

Proceedings of the Global Fashion Management Conference 2021.

Global Fashion Management Conference, Seoul (Korea), 5-7 November 2021.

Global Alliance of Marketing & Management Associations.

pp. 241.

Available from: https://doi.org/10.15444/GFMC2021.04.02.05
Baumann, Yves; Duma, Fabio,

2021.

Second hand luxury : consumer motivations behind the purchase of pre-owned luxury goods : the case of luxury watches.

In:

Proceedings of the Global Fashion Management Conference 2021.

Global Fashion Management Conference, Seoul (Korea), 5-7 November 2021.

Global Alliance of Marketing & Management Associations.

pp. 242.

Available from: https://doi.org/10.15444/GFMC2021.04.02.06
Duma, Fabio; Bendoni, Wendy K.,

2018.

Digital Personas in the luxury market segment : creating a better luxury experience.

In:

l'intelligence digitale : 21e Journée Internationale du Marketing Horloger, La Chaux-de-Fonds, 7. December 2017.

Le Mont-sur-Lausanne:

LEP.
Duma, Fabio; Gadgil, Maya,

2018.

The rise of independent niche luxury brands in the era of masstige.

In:

Monaco Symposium on Luxury, Monaco, 12-13 April 2018.

INSEEC U..
Duma, Fabio,

2017.

High tech versus high touch : the digital revolution in luxury and the role of brick-and-mortar retail : the example of the luxury watch industry.

In:

Warwick Luxury & Innovation Hub: the Evolution of Luxury, London, United Kingdom, 25 July 2017.

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