Nowadays, the luxury market is experiencing an intensive competition trend. Business is hard to survive from distinguish itself from other brands. Creating superior customer experience seems to be one of the vital objectives to remain competitive advantage in current retailing environments. This study was designed to investigate differences between levels of loyalty, perceived brand experience and retail experience, among shoppers from a luxury brand. Data for this study were collected from a convenience sample of 200 participants who were selected with personally experienced of a luxury brand. Descriptive statistics were compiled on data for all respondents. Data were analyzed by confirmatory factor analysis (CFA) to further assess the reliability of the scale. In addition, structural equation modeling (SEM) was employed to observe the relationships among the constructs and to test the remaining hypotheses. Results of the study demonstrated differences among brand and retail experience that suggested as drivers to afford experience to customer that successfully effectively affacting customer¡¦s emotion positively towards a significant luxury brand. Furthermore, the degree of expectation fulfillments generates satisfaction which, in turn intensifies intentions toward repatronage decision in the future. Therefore, both brand experience and retail experience embrace valuable feedback and feedforward to brand development strategies and assist in achieving a mutually beneficial commitment for the brand to gain the edge.

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Since retailing conceptualisation, it has been at the forefront of societal distribution of necessities, goods and experiences. Human beings, the consumers of retail, have daily or multiple times used supermarkets to express their purchase behaviour and elevate their consumer lifes. In the retail space itself the consumer uses their senses of visual, auditory, olfactory and touch to accurately perceive all around them. But there is a group of individuals who face various challenges in the retail experience: people who are visually impaired. For them, the retail experience differs significantly from the norm. Thus, the purpose of this study is to explore how people who are visually impaired experience the retail setting of supermarkets. With an aim to analyse how in-store design and sensory cues can be used to enable and affect supermarkets for the visually impaired. Additionally, the impact of using aids will be explored to facilitate their role in retail experience. Empirical findings were collected with the help of qualitative single case studies with semi structured interviews. In total, one pilot-study was conducted and 15 visually impaired people were interviewed in Sweden. The informants were asked about their retail experience in supermarkets and how in-store design, senses and aids affect their personal experiences. The findings were analysed and coded through thematic analysis and later discussed with various peer-reviewed literature. Conclusively, this thesis found that visually impaired people experience a significant difference from sighted people in supermarkets. Facing numerous challenges and obstacles in their visits. It was found that visually impaired peopleare separated from other customer segments through various inaccessible factors in the retail setting. However, as these factors work as barriers, the research shows that there exist solutions and potential in the supermarket setting, extending through in-store design, sensory cues, and aids. By facilitating and developing the areas, major improvements to customer accessibility can be introduced.

Recent development in search for external knowledge links the practise with foresight and decouples the process from the actuating firm. Enabling new opportunities for generating insights whilst raising concerns for how change is inflicted on the focal firm. Through an action research study, the implementation of externally generated knowledge is examined whilst producing concepts for future business strategy and models. Complementing the study with a comparative project, using the focal firms own external innovation lab. Resulting in findings that shows how commitment affects the roles of foresight; assimilation steers levels of innovation; and ownership, the degree of utilization. Implications which inform the managing of the search interface between the firm and search agent; the effects of such ventures; and theoretical contributions regarding knowledge transference in decoupled foresight projects. Giving rise to a conceptual model of knowledge transference that explains the dynamics between the focal firm and decoupled agent which can help to evaluate the process and direct efforts to improve upon the value output. Showing that given enough commitment, assimilation, and ownership; findings can be anchored and produce tangible outcomes.