Black & Decker

licensing consiste à « exploiter commercialement un personnage fictif, une personnalité réelle, une marque ou un événement en contrepartie d’une 5 compensation financière ou non » (par exemple, Smoby commercialise des établis de bricolage Black & Decker, tandis que Klein commercialise des ceintures à outils Bosch). Du côté des marques exploitées, de nombreux jouets d’imitation, de plus en plus proches de la réalité, proposent par exemple des cuisines ou de l’électroménager Braun, Miele, Rowenta

to Decision Support, New York, McGraw-Hill. GOODING C. (1995), « Boosting Sales with the Information Warehouse », Financial Times, 1st March. HAIR Joseph F. Jr, ANDERSON Rolph E., TATHAM Ronald L., BLACK William C. (1992), Multivariate Data Analysis, 3rd Ed., New York, Macmillan. HAIR Joseph, BLACK William C., BABIN Barry, ANDERSON Ronald E., TATHAM Ronald L. (2007), Multivariate Data Analysis, 6th Ed., Prentice Hall. KERLINGER Fred N. (1973), Foundations of Behavioural Research, London, Holt

Development to Decision Support, New York, McGraw-Hill. GOODING C. (1995), « Boosting Sales with the Information Warehouse », Financial Times, 1st March. HAIR Joseph F. Jr, ANDERSON Rolph E., TATHAM Ronald L., BLACK William C. (1992), Multivariate Data Analysis, 3rd Ed., New York, Macmillan. HAIR Joseph, BLACK William C., BABIN Barry, ANDERSON Ronald E., TATHAM Ronald L. (2007), Multivariate Data Analysis, 6th Ed., Prentice Hall. KERLINGER Fred N. (1973), Foundations of Behavioural Research, London, Holt Rinehart

serve punters around the world and co-founder Edward Wray is aware of the superstar premium: “It’s very important for us to be number one”, he says. And because they are number one they pull in the most punters – earning Wray and his partner Andrew Black superstar fortunes. With personal fortunes of tens and sometimes hundreds of millions of pounds, economic superstars have plenty of cash to splash. Superstars are boosting the luxury goods market, with worldwide sales in the sector topping £75bn last