Expanding Horizons for a Superyacht Agency: A Comparative Analysis of B2B to B2B2C Expansion Through a Multiple Case Study Approach

This study explores the strategic pathways available to superyacht agencies who are aiming to navigate the complex transition from Business-to-Business (B2B) models to Business-to-Business-to-Consumer (B2B2C) frameworks without diluting their brand identity and exclusivity of their luxury service offerings. Addressing the scarcity of direct luxury sector case studies, the study tries to broaden its scope by incorporating insights from various sectors. This research uses the multi-case study approach to explore the strategic motivation, challenges, and opportunities of the B2B2C transition. It focuses on identifying strategies across industries that serve to increase brand visibility with actionable insights for navigating market expansion. The findings seek to offer strategic discourse on brand and market expansion in dynamic luxury service environment.