Market Extensions: Leveraging “Via Factor” in Luxury Retailing

¹Department of Commerce, St. Anthony’s College, Shillong, e-mail : ya_satya@vahoo.co.in

²Indian Institute of Management Kozhikode, IIMK Campus P.O., Kozhikode, Kerala - 673570, e-mail : pranayk13@iimk.ac.in, iatinders 12@iimk.ac.in