Cover Story

Cartier. Lamborghini. The Four Seasons. These are names known around the world for quality, heritage, exclusivity and luxury. “When you’re selling luxury, you’re selling the dream,” says Joanna Pishko, assistant professor of management & marketing in Susquehanna University’s Sigmund Weis School of Business. “People aren’t paying $10,000 for a bag because it is made of nice leather and nice hardware; they’re paying $10,000 to buy into the dream, and the dream is conveyed through the story…