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www.dhonuk.com - Marketing Art in an Emerging Market
S. Ramesh Kumar; Shamit BagchiCaso IVEY-9B11A019-EMarketingShamit Bagchi, owner of the online art company Dhonuk, recognized that art was a niche market in India. He wanted to utilize psychographics in order to better understand art buyers and properly position his company, so he undertook a survey of art consumers’ behaviour. He believed that through selecting the appropriate demographic segments, analyzing his competition, and using the behavioural insights of the survey, he could create the proper pla...Desde 8,20 €
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Art of Designing Markets
Roth, Alvin E.Artículo HBS-R0710G-EMarketingTraditionally, markets have been viewed as simply the confluence of supply and demand. But to function properly, they must be able to attract a sufficient number of buyers and sellers, induce participants to make their preferences clear, and overcome congestion by providing both enough time to make choices and a speedy means of registering them. Solutions to these challenges are the province of market design--a blend of game theory and experiment...Desde 8,20 €
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Barbara Krakow Gallery (B): Art and the Pandemic
Alvarez, Jose B.; Lane, DavidCaso HBS-521031-EMarketingUpdates (A) case by describing the early impact of the Covid-19 pandemic on the art market, the renaming of the gallery as the Krakow Witkin Gallery, and the response of its partners and staff to the pandemic.Desde 5,74 €
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The Business of Broadway: When Art Meets Business
Cian, Luca; Eagan, Patt; Tennyson, TreNota técnica DARDEN-M-1024-EMarketingWhile there will always be a place in this world for “art for art’s sake,” the artistic value of creative works need not be diminished by the application of commercial considerations. In fact, the argument can be made that both artist and consumer benefitDesde 8,20 €
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The Art of Evangelism
Kawasaki, GuyArtículo HBS-R1505J-EMarketingThe author was Apple's second software "evangelist" and is now the chief evangelist for Canva, an online design firm. He believes that all managers can adopt the practice, with great benefit to their organizations and their careers. No matter what your company, it probably offers something valuable and differentiated and therefore worth evangelizing about: if not goods or services, then corporate values, cutting-edge accounting practices, or flex...Desde 8,20 €
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The Art and Science of Brand Valuation
Avery, JillCaso HBS-518086-EMarketingBrand valuation, the art and science of calculating the economic value accruing to a firm from its use on an intangible brand asset, yields frustratingly inconsistent, discrepant, and therefore, controversial results. While it is widely accepted that brands are long-lived assets that can contribute significant value to firms over time, there is no consensus on how to value them. This note outlines several different methods for valuing brands and ...Desde 8,20 €
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Transformation of Marketing at the Ohio Art Company (B)
Farris, Paul W.; Venkatesan, Rajkumar; Murray, Meghan; Moon, DustinCaso DARDEN-M-0838-EMarketingOhio Art shifts its advertising and distribution strategy for a new line of construction toys aimed at adults called nanoblock. Distribution focuses on toy and hobby outlets, avoiding mass merchandisers, but Amazon.com is also stocking and selling the nanoblock line. Digital marketing strategies are being developed for both promotion through Amazon.com and social media. While shifting marketing to new media, management is distracted by the media ...Desde 5,74 €
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Kalahut: Where is Art and Culture Needed Most
Alexandre Salmon; Nikhil Sant; Talissa Watson; Natalie Shields; Deeksha Neekhra; Aderimike Lala; Matthew ThomsonCaso IVEY-9B21A013-EMarketingKalahut: The House of Arts (Kalahut) was an Indian e-commerce site that connected instructors specialized in traditional Indian arts and cultural forms with customers interested in these services. Since its launch in July 2020, it had mainly served customers in India; however, it had also seen modest engagement on social media platforms and its website from individuals outside of the current customer pool. As the COVID-19 pandemic had resulted in...Desde 8,20 €
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Hengdeli: The Art of Coexistence
Deshpande, Rohit; Dai, Nancy HuaCaso HBS-512058-EMarketingTo maximize their effectiveness, color cases should be printed in color. In October 2011, Zhang Yuping, founder and chairman of Hengdeli, the largest Swiss watch retailer in the world, wondered how to work more closely with its key suppliers-Swatch Group, Richemont Group, LVMH Group, and Rolex Group-to maintain strong growth in the Greater China region. Specifically, how could Hengdeli manage the relationship with these suppliers to ensure gettin...Desde 8,20 €
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El marketing puede cambiar el mundo
Quelch, John A.; Jocz, Katherine E.Artículo ART-1540MarketingLa erosión de la confianza en la política responde en parte a algunas prácticas perniciosas de las que se suele culpar al marketing. Los autores explican los principios que sustentan el buen marketing e invitan a los directivos a hacerlos suyos para beneficiar a consumidores e instituciones sociales. Aplicándolos, pueden contribuir enormemente a restaurar el significado original del concepto de ciudadanía e impulsar, de paso, la democracia.Desde 8,20 €