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Case Studies by Marci Hawawini

5 case studies

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published: 01 Dec 2004

  • Topic: Marketing
  • Industry: Non-Profit Culture/Arts
  • Region: Asia

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Abstract:
After years of favoring math and sciences, the Singaporean government now views the arts as having economic value. In its attempt to reposition Singapore and make the island more attractive as a base for business and technology, it adopts a new strategy to become a global city for the arts and launches Esplanade - Theatres on the Bay. This case study discusses the challenges and obstacles that Esplanade must overcome to meet its vision to become a world-class arts center. It examines the question of whether buildings, infrastructure and government policy are sufficient for the creation of a cultural capital.

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published: 01 Jul 2004

  • Topic: Marketing
  • Industry: Not for Profit Culture
  • Region: Europe

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Abstract:
The world's most prestigious museum, the Louvre, redefines its marketing strategy after conducting an exhaustive analysis of its youth market. It relaunches its product targeted to young adults, the Louvre Youth Pass, trying to reconcile the conflict between its mission of public service and the recent financial objectives imposed by the Culture Ministry.

Pedagogical Objectives:
To acquaint students with the product management challenges in a non-profit cultural organization by examining the launching of new products, setting product goals and objectives, determining the user benefits, evaluating product performance and modifying existing products.

Keywords:
Arts Administration, Cultural Marketing, Non-Profit Marketing, Product Development, Membership Programs, Market Segmentation, Youth Market, Promotional Strategy

published: 12 Jan 2004

  • Topic: Marketing
  • Industry: Non-Profit Culture/Arts
  • Region: Asia

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Abstract:
After years of favoring math and sciences, the Singaporean government now views the arts as having economic value. In its attempt to reposition Singapore and make the island more attractive as a base for business and technology, it adopts a new strategy to become a global city for the arts and launches Esplanade - Theatres on the Bay. This case study discusses the challenges and obstacles that Esplanade must overcome to meet its vision to become a world-class arts center. It examines the question of whether buildings, infrastructure and government policy are sufficient for the creation of a cultural capital.

Pedagogical Objectives:
In the context of a non-profit cultural institution: to underline the importance of creating customer awareness and building affinity, to explain the notion of customer experience and to illustrate the systems put in place to deliver exceptional levels of service, to demonstrate how co-branding and marketing partnerships can be used to successfully meet development goals.

Keywords:
Cultural Capital, World-Class Arts Center, Relationship Marketing/customer Mining, Customer Service, Co-Branding, Strategy of Partnership, Corporate Sponsorship, Sustainable Marketing Proposition

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published: 01 Oct 2003

  • Topic: Marketing
  • Industry: Tourism
  • Region: Europe

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Abstract:
Please refer to part A for the abstract

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published: 10 Jan 2003

  • Topic: Marketing
  • Industry: Tourism
  • Region: Europe

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Abstract:
Museums in France have traditionally not bothered much about the needs of their visitors. However, recently the Orsay Museum changed this through the help of a consultant. The museum developed a range of marketing instruments and focused on American visitors as the most attractive segment. Then 11 September happened and forced the museum into a rethink its strategy.

Pedagogical Objectives:
Describe the change from a supply-driven, government owned institution to a marketing oriented service provider in the tourist industry. Illustrate the impact of externalities on well-designed focused strategies.

Keywords:
Segmentation, Marketing Orientation, Tourism, American Tourists, Paris, Crisis Management, France, Museum

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