Marketing is an important source of competitive advantage within the Hollywood film industry. Its main purpose is to create and translate a symbolic meaning around a film and its ancillary products, target key audience segments, influence audience expectations and viewing…
All posts filed under “North America”
Spying Business
Most companies try to extract commercially valuable information from their competitors’ communications. Thus, executives need to be aware that all the information shared outside the organization, including marketing material, can be used to generate competitive intelligence. Already in 2000, Thomas…
How to Build a Silicon Valley Elsewhere
Efforts to build new versions of Silicon Valley have not been successful yet because of “the conflict […] between two logics on how to create an ecosystem”, argues Fiona Murray, Professor of Entrepreneurship and Associate Dean of Innovation at the…
The Sharing Economy: Beyond the Hype and Assumptions
43% of US consumers consider ownership to be a burden. 50% admit that owning things is a good way to show their social status. 81% agree that it is cheaper to share goods than to own them. 80% think that…
Polish Views on the Transatlantic Trade and Investment Partnership (TTIP)
The EU-US trade accounts for 45% of global GDP and one third of world trade, according to the European Commission. It is estimated that the US has invested in the EU 3 times as much as in Asia. The EU…
Crowdfunding Success Rates
The global crowdfunding market could generate up to $90–96 billion per year by 2025, the World Bank (2013) estimates. China would contribute $46–50 billion, followed by Europe and Central Asia (about $14 billion), Latin America and the Caribbean (about $11…