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.
PRODOTTO NON ANCORA VALIDATO
Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo
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) |