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Bachelor Thesis from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, Kenyatta University, course: International marketing, language: English, abstract: The superyacht industry is one of the unique subsectors of the leisure marine industry. Unlike other subsectors, the superyacht industry depends largely on the presence of billionaires within the economy, as the price of a superyacht starts around $15 million and regularly goes beyond $200 million. In this regard, the performance of the superyacht industry depends on the ability of the economy to produce high networth individuals (HNWIs). This paper, therefore, explored the effects of HNWIs on the Superyacht industry. The paper used both content analysis and descriptive statistics to evaluate this phenomenon. From the analysis, the paper noted that the net worth of individuals, tastes, and preferences of the consumers played an integral role in determining the consumption of superyachts. Therefore, the increase in HNWIs was vital for the growth of the industry. In conclusion, the research suggested more studies on the relationship between wealth and performance of the superyacht industry should be undertaken to better understand it.
This book provides an analysis of the luxury industry in two of the world’s biggest and evolving markets, and identifies and discusses the key issues and dynamics in transforming their luxury landscapes. By discussing the elements that are most likely to dominate boardroom agendas, the pragmatic implications for both strategic and marketing planning are made clear. Special emphasis is placed upon well-contemplated responses to luxury brand marketing challenges that executives are likely to face as they push their brands to adapt and thrive in these shifting markets.
'The scientific techniques described encompass relevant examples of forgery detection and of authentication. The book deals, to name a few, with the Chagall, the Jackson Pollock and the Beltracchi affairs and discusses the Isleworth Mona Lisa as well as La Bella Principessa both thought to be a Leonardo creation. The authentication, amongst others, of two van Gogh paintings, of Vermeer's St Praxedis, of Leonardo's Lady with an Ermine and of Rembrandt's Old Man with a Beard are also described.'Over the last few decades there has been a disconcerting increase in the number of forged paintings. In retaliation, there has been a rise in the use, efficiency and ability of scientific techniques to detect these forgeries. The scientist has waged war on the forger.The Scientist and the Forger describes the cutting-edge and traditional weapons in this battle, showing how they have been applied to the most notorious cases. The book also provides fresh insights into the psychology of both the viewer and the forger, shedding light on why the discovery that a work of art is a forgery makes us view it so differently and providing a gripping analysis of the myriad motivations behind the most egregious incursions into deception.The book concludes by discussing the pressing problems faced by the art world today, stressing the importance of using appropriate tools for a valid verdict on authenticity. Written in an approachable and amenable style, the book will make fascinating reading for non-specialists, art historians, curators and scientists alike.
This look at CSR (Corporate Social Responsibility) -- where it began, where it is today, and where it is headed -- told chronologically and through Toby Usnik
The definitive, bestselling account of the company that changed the way we work and live, updated for the twentieth anniversary of Google’s founding with analysis of its most recent bold moves to redefine the world—and its even more ambitious plans for the future. Moscow-born Sergey Brin and Midwest-born Larry Page dropped out of graduate school at Stanford University to, as they said, “change the world” through a powerful search engine that would organize every bit of information on the Web for free. The Google Story takes you deep inside the company’s wild ride from an idea that struggled for funding in 1998 to a firm that today rakes in billions in profits. Based on scrupulous research and extraordinary access to Google, this fast-moving narrative reveals how an unorthodox management style and a culture of innovation enabled a search-engine giant to shake up Madison Avenue, clash with governments that accuse it of being a monopoly, deploy self-driving cars to forever change how we travel, and launch high-flying Internet balloons. Unafraid of controversy, Google is surging ahead with artificial intelligence that could cure diseases but also displace millions of people from their jobs, testing the founders’ guiding mantra: DON’T BE EVIL. Praise for The Google Story “[The authors] do a fine job of recounting Google’s rapid rise and explaining its search business.”—The New York Times “An intriguing insider view of the Google culture.”—Harvard Business Review “An interesting read on a powerhouse company . . . If you haven’t read anything about one of today’s most influential companies, you should. If you don’t read The Google Story, you’re missing a few extra treats.”—USA Today “Fascinating . . . meticulous . . . never bogs down.”—Houston Chronicle
The company that is now Google began as a partnership of ideas between two Stanford University graduate students, Sergey Brin and Larry Page, with a shared vision. They both had the confidence and nerve to set out on their own to start up a technology company together. Eric Schmidt was recruited as CEO in 2001 to help guide the company with his management expertise, without changing its exuberant corporate culture. Google has grown from an ambitious little start-up with the dream of changing the world into a global giant that really could, and has, changed the world. In this compelling text, readers learn about Google’s business model, the range of products and services––most of which the company gives away for free––and its mission: “to organize the world’s information and make it universally accessible and useful.” This perceptive book includes sidebars on the company’s innovations, a biographical fact sheet on Brin, Page, and Schmidt, as well as a fact sheet that profiles the company’s key accomplishments. A timeline offers readers a concise overview of significant events in the history of Google.
The rise of emerging market luxury brands, digital and online innovations, and growth in consumption globally has opened the doors for seasoned luxury houses and new players to expand their horizons. This book charts the trends that are shaping the luxury industry, particularly the rise of the luxury industry in Asia and emerging markets.
The authors document how four forces--exponential technologies, the DIY innovator, the Technophilanthropist, and the Rising Billion--are conspiring to solve our biggest problems. "Abundance" establishes hard targets for change and lays out a strategic roadmap for governments, industry and entrepreneurs, giving us plenty of reason for optimism.
A revealing, forward-looking examination of the outsize influence Google has had on the changing media Landscape. There are companies that create waves and those that ride or are drowned by them. As only he can, bestselling author Ken Auletta takes readers for a ride on the Google wave, telling the story of how it formed and crashed into traditional media businesses?from newspapers to books, to television, to movies, to telephones, to advertising, to Microsoft. With unprecedented access to Google?s founders and executives, as well as to those in media who are struggling to keep their heads above water, Auletta reveals how the industry is being disrupted and redefined. Using Google as a stand-in for the digital revolution, Auletta takes readers inside Google?s closed-door meetings and paints portraits of Google?s notoriously private founders, Larry Page and Sergey Brin, as well as those who work with?and against?them. In his narrative, Auletta provides the fullest account ever told of Google?s rise, shares the ?secret sauce? of Google?s success, and shows why the worlds of ?new? and ?old? media often communicate as if residents of different planets. Google engineers start from an assumption that the old ways of doing things can be improved and made more efficient, an approach that has yielded remarkable results? Google will generate about $20 billion in advertising revenues this year, or more than the combined prime-time ad revenues of CBS, NBC, ABC, and FOX. And with its ownership of YouTube and its mobile phone and other initiatives, Google CEO Eric Schmidt tells Auletta his company is poised to become the world?s first $100 billion media company. Yet there are many obstacles that threaten Google?s future, and opposition from media companies and government regulators may be the least of these. Google faces internal threats, from its burgeoning size to losing focus to hubris. In coming years, Google?s faith in mathematical formulas and in slide rule logic will be tested, just as it has been on Wall Street. Distilling the knowledge accrued from a career of covering the media, Auletta will offer insights into what we know, and don?t know, about what the future holds for the imperiled industry.