MeMeraki: Where Culture Meets Technology
商品編號：W37180
出版日期：2024/12/08
再版日期：
商品來源：
商品主題：General Management/Strategy; Communications
商品類型：Case (Field)
涵蓋議題：communication, fair pricing, art, edtech, strategy, disintermediation, Indian painting, artists.
難易度：4 - Undergraduate/MBA
內容長度：10 頁
地域：India
產業：Arts; Entertainment; Sports and Recreation
事件年度：2023
In 2017, Yosha Gupta established MeMeraki Retail and Tech Private Limited (MeMeraki) with the ambitious goal of digitizing the 3,000-plus art forms produced in India. She intended to create online and off-line experiences and products for consumers and create sustainable livelihoods for traditional artisans using technology as a differentiator. However, ensuring the long-term sustainability of the business presented Gupta with pressing dilemmas. One such challenge was how to articulate the ethical and fair pricing of art products to customers, particularly when similar art forms were available to customers on other websites at a variety of price ranges. Another critical concern was dissuading artists from disintermediating MeMeraki by bypassing the company and selling directly to the customers they had become acquainted with through the company. The challenge also extended to how to communicate the Indian ethos and culture to a global audience.
教學手冊：MeMeraki: Where Culture Meets Technology - Teaching Note
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