First of all, I would like to express my gratitude to my supervisor, and ex-EM Lyon student Maud ZELLER for her guidance, encouragement and advice she has provided throughout my time at Luxottica. I have been extremely lucky to have a supervisor who cared so much about my work, and who responded to my questions and queries so promptly.

I would also like to thank Hien LANE, Marketing Director at Luxottica South East Asia, and Michelle GALICIA, Luxury Brand Portfolio Director with who I have worked in close relationship during my time at Luxottica.

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Furthermore, I really would like to thank M. Denis ARENDT, SEA E-Commerce Manager, who in spite of being extraordinarily busy with his duties, took time out to give me precious, and valuable advices.

I would also like to thank all the SEA Marketing Team for their advices, and their continuous support and encouragement.

I am also very grateful for having Madame Carole ROUQUET as a tutor, who help me to choose my thesis subject.

I would also like to thank EM Lyon Business school for allowing us to gain international experiences through internship.

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