Firms need to continuously invest in technology in order to innovate productsand minimize defects. Luxury products need not only to deliver on quality to their customers, but also justifytheir premium prices over counterfeit products. Luxury firms also need to invest in technologies, to preventcounterfeiting such as holograms, smart cards, biometric markers and inks, which can be used to protect and
authenticate genuine products. Large global firms also require sophisticated websites that need to considerlanguage, cultural elements and product lines.
Political/Legal:
The political landscape within the U.S. for the next four years is unclear leading to uncertai