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MeMeraki: Where Culture Meets Technology
內容大綱
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.
學習目標
After reviewing the case, students are going to be able to do the following:<ul><li>Explain the fair and ethical pricing of products to customers using the hedonic-pricing model, especially when the products are based on the perception of customers</li><li>Outline the relevance and economic significance of using an intermediary for artists and manufacturers</li><li>Effectively communicate an indigenous cultural ethos to people from other regions and cultures</li><li>Understand the use of purple ocean strategy in creating sustainable business opportunities</li></ul>