Dr. Fabio Duma

Personal profile

Position at the ZHAW

Senior Lecturer; Luxury, Cultural & Creative Industries

Professional development teaching

CAS Luxury Management

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

• Duma, Fabio,

  2022.

  Luxury is dead, long live luxury! Resonance as an alternative lens to advance our understanding of an eternal desire and a global business.

  Asia Pacific Journal of Marketing and Logistics.

  Available from: https://doi.org/10.1108/APJML-07-2022-0613

• 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

• 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.

• Duma, Fabio; Khalifa, Dina; Schäfer, Jule,

  2022.

  Corporate purpose and employee well-being in the luxury industry : conceptual foundations and recommendations for the Swiss watch sector

  .

  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

• 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

• 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

• 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.

• Duma, Fabio,

  2022.

  Artisan influencers & the role of craftsmanship in the future of luxury : the case of young bespoke tailors in Italy.

  In:

  IPOL 2022 Conference, online, 26-27 May 2022.

• 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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