Are core values and sales marketing tactics aligned? A case study analysis on Swarovski

My thesis project arises from the theoretical elements acquired during the master's degree course and consolidated thanks to my experience as a sales assistant at the Swarovski Boutique in Turin. The goal of this research is to understand if company values, which companies try to explicitly theoretically, are then applied in a practical way on the field. In this regard, the research question is as follows: Are core business and marketing strategies aligned? In order to answer this question, it had been structured a logical research project and the application of social and communicative knowledge learned during the university career. The research is accompanied by a methodological analysis structured on the principle of triangulation. The first part of the elaborate focuses on defining the context in which the research will be developed, which is the luxury market. Subsequently, in the second part, the methodology is developed through the use of tools such as interviews, personal testimonies and the vision of company documents. The results obtained from the research negatively answer the thesis question. Inasmuch as, taking as a reference to the case of Swarovski, it emerges that the values that the company declares are not aligned with the marketing tactics applied during the sales process. On this basis, vertical integration is recommended, which involves those who have decision- making and strategic responsibilities for the company; and moreover, a horizontal integration, which involves subjects external to the company.