Book description
Companies with a strong legacy and established brand face the quandary of maintaining their loyal customer base while appealing to an evolving market. An empirical study of audience responses to operas that have been reinterpreted to appeal to modern tastes provides lesson for how to leverage a historically strong brand to reach new customers, without alienating loyal fans.
Product information
- Title: Balancing Valued Tradition With Innovation
- Author(s):
- Release date: May 2023
- Publisher(s): MIT Sloan Management Review
- ISBN: 53863MIT64431
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