Product details

This supporting video is to accompany the case 'Kenny's Bookshop and Art Gallery: Evolution of an Art Gallery'. The abstract of the case is as follows: The Kenny Gallery is the longest running gallery under the same name and management. The challenge is to ensure Kenny's continued success and prosperity. Tom Kenny, Art Gallery Director, has sought to develop a 'different' kind of gallery, allowing people to have a relaxed gallery experience. Tom's attention is directed toward the promotion of the gallery and its exhibitions. He is interested in exploring how technology may facilitate promotion of the gallery and communication with customers. The case allows students to: (1) develop their conceptual and reasoning skills by requiring them to develop a long-term marketing strategy for The Kenny Gallery; (2) discuss strategic choices to be made with respect to appropriate levels of growth, managing a brand name and ensuring profitability; (3) explore technology and various marketing communications tools for a non-traditional product, such as art; and (4) grapple with the problems of how to implement strategic plans to fulfil a strategic vision.