Jonas Hoffman

Professor of Luxury Strategy at SKEMA Business School and expert in innovation, I am also an executive trainer, consultant and keynote speaker in international summits in Europe, the United States, Asia and the Middle East. My passion is to develop relevant knowledge for senior executives to strategize and act appropriately when faced with complex global problems. I bring a novel, independent, and international perspective to issues of strategy, innovation, branding and growth by developing a three-step “lab” approach.

The first step involves identifying patterns of strategy development and constructing a model based on comparative case studies, literature review and experience. In the second step, the model is improved and refined after interaction with companies and executives through consulting and executive education. Finally, the results are consolidated into a sound and actionable model complete with methods and tools. My field of work in recent years has been primarily the luxury/creative sector and entities competing in symbolic markets, and secondarily the tech and energy sectors.

My latest project is “Independent Luxury: The 4 innovation strategies to endure in the consolidation jungle” (Palgrave Macmillan), a book co-developed with Laurent Lecamp. We deal with the timely issue of the survival of independent luxury companies. The book present four winning innovation strategies, and an original approach to guide entrepreneurs, creators, designers, managers and all those who dare to challenge the status quo to become groundbreakers.