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EnglishThe “a-live music-company (AMC)-case” illustrates, how a start up can survive and strive in the turbulent and fragmented entertainment market. AMC moved into the entertainment market three years ago with an innovative idea, by combining acapella live-performances with a franchise system and building a number of additional products – CDs, customized songs - and services around its competencies. The case demonstrates a number of issues a start-up faces such as how to enter into a new market with limited resources, how to build a brand by applying alternative marketing techniques, how to cross sell products or generate efficiencies in its corporate structure etc. The case further shows how similar strategic issues of a start-up can be compared to a large organization. AMC makes decisions on its growth path, on internationalization, on budget allocation, on target groups or business models.
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| Titolo: | Staying A – Live: Resist the Usual Career Choice |
| Data di pubblicazione: | 2004 |
| Autori: | |
| Autori: | Venzin, Markus; Carsten, Wuestmann |
| Titolo del libro: | Caso ECCH |
| ISBN: | xxx |
| Abstract: | The “a-live music-company (AMC)-case” illustrates, how a start up can survive and strive in the turbulent and fragmented entertainment market. AMC moved into the entertainment market three years ago with an innovative idea, by combining acapella live-performances with a franchise system and building a number of additional products – CDs, customized songs - and services around its competencies. The case demonstrates a number of issues a start-up faces such as how to enter into a new market with limited resources, how to build a brand by applying alternative marketing techniques, how to cross sell products or generate efficiencies in its corporate structure etc. The case further shows how similar strategic issues of a start-up can be compared to a large organization. AMC makes decisions on its growth path, on internationalization, on budget allocation, on target groups or business models. |
| Appare nelle tipologie: | 24 - Entries in prestigious encyclopedias / Voce (in dizionario o enciclopedia) |
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