La simbiosis entre LVMH y los Juegos Olímpicos de París 2024
Un estudio de caso sobre la co-creación de valor en el contexto urbano
DOI:
https://doi.org/10.62161/sauc.v11.5720Palabras clave:
Branding, Ciudades creativas, Co-creación de valor, Colaboración público-privada, Lujo, Marketing deportivo, París 2024Resumen
El estudio analiza la sinergia entre LVMH y la ciudad de París en el contexto de los Juegos Olímpicos de 2024. Utilizando herramientas como Instagram y Google Trends, se investiga cómo LVMH ha capitalizado la atención mundial hacia la capital francesa para mejorar su imagen de marca. Los resultados preliminares muestran un aumento significativo en las búsquedas relacionadas con LVMH y sus marcas, lo que evidencia la eficacia de su estrategia. La investigación destaca los beneficios mutuos de esta colaboración estratégica, que refuerza la posición de París como un centro global de moda y lujo, al tiempo que consolida el liderazgo de LVMH en el sector. Desde una perspectiva teórica, el estudio aporta conocimientos valiosos al campo del marketing deportivo y el patrocinio, sirviendo de ejemplo para otras organizaciones interesadas en alianzas similares.
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