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Impact of e-commerce upon strategy in the Art industry A report presented to The Graduate School of Business University of Cape Town In partial fulfillment of the requirements for the Strategy Course Morn Bowers - Alewyn Brnn - Arno Dckel - Clement Mamathuba - Mthwalo Mthwalo - Mike Robinson - Roderick Wolfenden September 2000 Table of Contents 1Introduction1 2Analysis of the industry before the impact of e-commerce2 21Overview2 22Factors shaping the industry now2 23Who are the different players5 The Art value system5 Secondary Activities5 Primary Activities6 Profitability7 Different Strategies7 24Critical success factors8 Startup artist low end of the market8 Established artist high end of the market9 3Analysis of the industry after the impact of e-commerce10 31Industry and Business Redefinition10 The Art Industry11 The Artists Business13 32Alternative Strategies for the artist15 Strategies15 Tactics16 Internet Art18 33Critical success factors profitability19 Success factors19 4Conclusion21 41A single scenario for the artist21 42A player in the industry Dylan Lewis22 5References24 1 Introduction The arts uplift our vision of mankinds higher capabilities and finer sensibilities They provide incomparable opportunities to experience the divine and sublime - Philip Kotler 1980Mokwa Ed 1980 In art the biggest problem is to define the product that the industry sells We certainly cant assume that the product on offer is only the music dance painting or sculpture The personality of the artist also influences the decision to buy into the experience or not to Other features also have a huge impact on the decision to buy art and include the place where the core product is offered the people present the integrity of the agent and more Reiss 1979 Consider some forms of
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