Knowledge@HEC - Special Issue - Compilation of Research Articles - (Page 31)
METHODOLOGY
Anne Michaut-Denizeau, Jean-Marc Guesné, and Alice Sireyjol designed the Norhla business model for the purpose of this project, and in view of
replication in other communities. On these issues, the Social Business and Luxury chairs worked together. http://norlha.fr/
In this model, it
P RACTICAL
A PPLICATIONS
is the workers
The Norlha project inspires different ways of seeing the luxury business
model and opportunities for artisanal production. Significant margins in
the luxury market can finance socio-environmental projects. Another
themselves who
advantage of this approach is that collaboration with luxury houses pushes
craftsmen to improve their skills.
run production and make
the decisions.
The quality of the textiles, the scarcity of raw materials, the
know-how of craftsmen, and the beautiful story of Norlha make
for a sound marketing strategy. The demand for these superb
materials continues to grow steadily. However, market access
is a challenge. Initially, direct sale to end-users would have
been too expensive. Norlha thus opted for business-to-business
distribution, selling to big luxury brands like Yves Saint Laurent
or Antik Batik in France. In terms of economic and social performance, the project has been a success: employee salaries
are higher than the average in the region, the number of employees is increasing, and sales and net profit are constantly
growing. In environmental terms, the size of the herd has not
yet decreased enough to make a significant impact, but mutual
contracts for herd size reductions are being introduced.
(Fact Reports 1339, October 2012).
THE KEY ROLE OF YAKS IN THE TIBETAN PLATEAU
CULTURE
Yaks have always provided milk, leather, fuel, and wool
to local inhabitants. The wool is made from a brown fiber
that the nomads call khu, which is a thick extra layer of
hair for winter that is shed in the spring. Khu is located
under the rough black hair of the animals.
Today, Norlha is seeking to build its brand in Europe, the United
States, and Asia. The shift to a business-to-consumer model
is being facilitated via collaborations with advertising and press
agencies. Finally, the next step is to figure out how this very
small-scale project can grow while maintaining its business
model. ■
Based on an interview with Anne Michaut-Denizeau and her
article "Norlha: Restoring the glory of khullu wool for social
development and environmental protection in the High Tibetan
Plateau," co-authored with Jean-Marc Guesné and Alice Sireyjol
Knowledge HEC
28
http://www.norlha.fr/
Table of Contents for the Digital Edition of Knowledge@HEC - Special Issue - Compilation of Research Articles
Cover
Partner companies
Table of Content
公司治理 (David Thesmar)
Corporate governance
欧洲的可再生能源 (Andrea Masini)
Renewable energies in Europe
决策 (Mohammed Abdellaoui)
Why do decision makers underestimate rare events?
建立信任 (Michel Lander)
Building trust for successful mergers and acquisitions
产品线质量的高低端延伸 (Timothy Heath)
Extending product lines up and down in quality
制度变革 (Carlos Ramirez)
Institutional change
奢侈品市场 (Anne Michaut-Denizeau)
The luxury market
创业 (Anisa Shyti)
Entrepreneurship
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