The findings reported from this exploratory study are limited to
three case studies in one country and so may not be generalizable to
all luxury brands. Therefore, further research jointly examining value
co-creation from both a practitioner and consumer perspective should
consider a broader selection of luxury brands. The global nature of this
marketplace and the increasing importance of luxury goods in China,
India and Russia suggest that further research in other countries,
particularly in collectivist cultures, is needed as is work on the issue of
the disposal of luxury goods.