Balancing Valued Tradition With Innovation

Name: Balancing Valued Tradition With Innovation (English version)
SKU: SMR64431

Giulia Cancellieri; Simone Ferriani; Gino Cattani

Product #:SMR64431

Supplier:MIT Sloan Management Review

Discipline:General Management

Details:Article (PDF) • 7 pages • 2023-06-01

Subjects:

Innovation Marketing strategy Marketing Leadership and managing people Management

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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.