Dr. Fabio Duma

Dr. Fabio Duma
ZHAW
School of Management and Law
Center for Culture & Creativity in International Business (C3IB)
Theaterstrasse 17
8400 Winterthur
Personal profile
Position at the ZHAW
Senior Lecturer; Luxury, Cultural & Creative Industries
Professional development teaching
Expertise and research interests
I am interested in the production and consumption of luxury and high-end goods, -services and -experiences in corporate, brand-focused and independent, artisanal contexts.
Equipped with professional, entrepreneurial and academic experience, I am firmly positioned at the intersection of academic research and practice.
As an advisor, I am close enough to business to understand and effectively support corporations and independent (artisan) entrepreneurs with new insight and help them to pragmatically adapt their strategies to changing macro-environmental circumstances.
Yet, in my role as a researcher and lecturer, I have enough distance to function as a critical observer of the Luxury and High-End Industries (part of the Cultural & Creative Industries), the role of management in a traditionally craft-based sector and evolving luxury consumption practices and their impact on a social, ecological and economic level.
My lecture topics are:
- Introduction to Luxury & Luxury Management From an Interdisciplinary Perspective
- Luxury Foresight: Trends, Tendencies & New Business Models
- Rethinking Luxury: Critical Constructive View on the Luxury Sector and its Future
- Artisan Entrepreneurs, Independent / Niche Players in the Luxury Sector & Meta-Luxury Business Models
- Luxury Customer Experience, Luxury Selling & Management of the Personal Interaction
- Luxury Marketing Specifics & Communication of Exceptional Value
- The Value & Role of Craftsmanship in a Digitalized and Brand-Focused World
- Managing the Digital Transformation in the Luxury Sector
My research interests are:
- Consumer Behavior / Transformational Consumer Research: Bespoke Experience & Consumer Transformation
- Craft & Creative Work in the Contemporary Luxury Sector: Value of Craftsmanship, Work conditions, social status, well-being of workers / craftspeople in corporate settings vs. independent artisan entrepreneurs; balancing of tradition & innovation, continuity & change
- Critical Luxury Management Studies: Role of growth-focused corporations & management in the preservation of cultural heritage vs. precarization of craftsmanship and manual labor; alternative lenses on prosperity and success in the cultural & creative industries (e.g., Recognition, Resonance)
My research methods:
I primarily a qualitative researcher with an interest in context, meaning and deep understanding of the phenomena under study. I am, however, non-paradigmatic with regards to the choice of my research methods. In my opinion method follows the research question and as such, depending on the research context and objective, I use a variety of methodological approaches, including interpretive research and survey research.
Educational background
Dr.oec. HSG (Ph.D. HSG)
Master of Arts (HSG) in Marketing, Services & Communication Management
Bachelor of Arts (HSG) in Business Administration
Certifical of Advanced Studies in University Didactics (ZHAW)
Publications
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Duma, Fabio,
2022.
Asia Pacific Journal of Marketing and Logistics.
Available from: https://doi.org/10.1108/APJML-07-2022-0613
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Duma, Fabio; Hallier Willi, Christine; Nguyen, Bang; Melewar, T.C.,
2016.
The Marketing Review.
16(1), pp. 3-25.
Available from: https://doi.org/10.1362/146934716X14636478977197
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Duma, Fabio,
2018.
St.Gallen:
Difo-Druck.
Available from: http://www1.unisg.ch/www/edis.nsf/SysLkpByIdentifier/4761/$FILE/dis4761.pdf
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Duma, Fabio,
2017.
St.Gallen:
Universität St.Gallen.
Dissertationen / Universität St. Gallen ; 4761.
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Duma, Fabio; Hallier Willi, Christine; Steinmann, Cary,
2015.
1. Auflage.
Zürich:
vdf Hochschulverlag.
SML essentials ; 2.
ISBN 978-3-7281-3662-6.
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Duma, Fabio; Khalifa, Dina; Schäfer, Jule,
2022.
.
In:
Batat, Wided, ed.,
The rise of positive luxury : transformative research agenda for well-being, social impact, and sustainable growth.
London:
Routledge.
Available from: https://doi.org/10.4324/9781003163732
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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
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Pedrazzi, Camilla; Duma, Fabio; Gadgil, Maya,
2021.
.
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
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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
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Duma, Fabio; Labati, Florence; Brunetti, Gianluca,
2019.
.
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
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Duma, Fabio; Björck, Albena,
2021.
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.
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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
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Fernandes, Luca; Duma, Fabio,
2019.
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
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Duma, Fabio; Gadgil, Maya,
2019.
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
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Duma, Fabio; Gadgil, Maya,
2018.
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
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Duma, Fabio; Popcsev, Mark; Seelhofer, Daniel,
2017.
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
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Duma, Fabio; Popcsev, Mark,
2017.
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
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Duma, Fabio; Hallier Willi, Christine,
2016.
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
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Duma, Fabio; Hallier, Christine,
2015.
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
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Leinert, Lisa; Brand, Fridolin S.; Duma, Fabio,
2016.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-1199
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Leinert, Lisa; Brand, Fridolin S.; Duma, Fabio,
2016.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
ISBN 978-3-03870-005-0.
Available from: https://doi.org/10.21256/zhaw-1126
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Leinert, Lisa; Brand, Fridolin S.; Duma, Fabio,
2016.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-1188
-
Leinert, Lisa; Brand, Fridolin S.; Duma, Fabio,
2016.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
ISBN 978-3-03870-004-3.
Available from: https://doi.org/10.21256/zhaw-1125
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Duma, Fabio,
2014.
In:
SML Research Colloquium, Winterthur, 31. Oktober 2014.
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Duma, Fabio,
2022.
In:
IPOL 2022 Conference, online, 26-27 May 2022.
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Pieth, Matthias; Duma, Fabio,
2021.
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
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Baumann, Yves; Duma, Fabio,
2021.
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
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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.
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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..
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Duma, Fabio,
2017.
In:
Warwick Luxury & Innovation Hub: the Evolution of Luxury, London, United Kingdom, 25 July 2017.