Set of activities that increase value for shareholders, increasing return on investment capital as well as the value of goods or services for consumers. Economic profitability involves obtaining a higher level of profits than losses in a particular field; in this case, it is the profits or results in an investment or economic activity. Nowadays, it is assumed that the objectives of maximizing profit or dividend have been replaced by the unique and more general objective of creating value for shareholders and other stakeholders, the only guarantee of sustainability for the company. In the luxury sector, this value creation factor depends, among others, on brands’ ability to generate passionate desire for their products among consumers.
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