Research Paper on:
Testing the Value of Differentiation at Gucci - A Research Proposal

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it is accepted as accurate. In this paper there is the goal to test if differentiation can be the main feature in the success of a company. Gucci is used  as an example, as this is a company that failed due to over extending its brand and devaluing it. The recovery appears to be based on adding value back by  reviving the differentiation and creating greater differentiation. Looking at theory and management of the company, its past history and mistakes the value of differentiation may be ascertained. This can then  be tested with the use of primary research though a survey. This research proposal, including time plan, outlines how this research could take place. 2 Introduction  Gucci is a well known brand name. But it is also one that has gone though any changes. The brand which was once exclusive, over traded  on that value and lost much of the kudos associated with the brand, which subsequently reduced the bottom line which depended on that profit. To understand how Gucci have survived  and are now a successful and thriving company the pattern of trading has to be considered and the value of the way in which differentiation has been pursued as a  competitive advantage may then be appreciated. Gucci has a very chequered background to understand the company it is necessary to understand its past and how it get where it  is today. Guccio Gucci was born in 1881, the son of a craftsman he learnt leatherwork as a boy. The company itself was started in 1922 when Guccio opened a  small company in Florence that sold luggage and leather goods. Most of the trade was undertaken with horse riders and the sale of bags (Gucci, 2003). At this stage he