Back to search
extra

Creating Value with Blockchain & NFTs: Arianee Leading the Transition to Web3.0 with Digital Product Passports

By Frederic Godart,  Katia Kachan
Published 14 Mar 2024
Reference 6866
Topic Strategy
Industry Internet,  Luxury Goods and Jewelry
Region Europe
Length 19 page(s)
Language English
Inspection copy
6.00
Add to cart
Summary

The case focuses on Arianee – a France-based scale-up at the forefront of the blockchain digital economy. Founded in 2017 by four French serial entrepreneurs including Pierre-Nicolas Hurstel and Frédéric Montagnon, Arianee offers web3 solutions for brands, such as digital product passports and clienteling tools. The case explores the opportunities for and obstacles to the development of blockchain-based technologies and the decentralized web, focusing on the concept of “zero-party” customer data.

Teaching objectives

The case study is primarily for use in the elective ‘Value Creation in Fashion and Luxury’. It can be used for EDPs and MBA courses that discuss digital disruption, digital transformation, ecosystem, and digital strategy and marketing. It can also be used in OB courses to teach the leadership skills required to scale start-ups with disruptive technologies.

Keywords
  • Blockchain
  • Luxury
  • Sustainability
  • Authentication
  • Counterfeit
  • Digital Disruption
  • NFT
  • Web3
  • Decentralized Web
  • Customer Experience
  • Digital Product Passport
  • Q12024

About the authors
Godart

Frederic Godart

Associate Professor of Organisational Behaviour

Katia Kachan

INSEAD MBA' 16D

Recommended Cases

Woleet and Ulysse Nardin: Taking Blockchain to the Luxury Watch Market

By  Frederic Godart,  Kim Claes,  Brian Henry
Add to cart
The case describes how a luxury watchmaker asked a French blockchain start-up to provide digital authenticity certificates for its 225 models. Ulysse Nardin, a 175-year-old Swiss watch company owned by Kering, has decided to certify ownership of its watches with Bitcoin-seals technology powered by Woleet, a start-up founded in 2015 by Gilles Cadignan.
    View case

    The Buzz of Blockchain: Hype vs. Reality in France

    By  James Costantini,  Dawn Jarisch
    Add to cart

    • Reference 6635

    • Published 02 Mar 2021

    • Length 21 page(s)

    • Topic Strategy

    • Region Europe

    The case guides students to resolve a number of questions when embracing a new technology, with a focus on Blockchain, a radical new technology that has attracted a lot of hype although the adoption rate remains low among firms. Consequently, there are few successful business applications and many challenges, uncertainties and risks to be overcome. The case emphasizes two aspects of Blockchain.
      View case

      Damien Hirst: From Sharks to NFTs, and the Luxurification of the Art World

      By  Frederic Godart,  Nancy J. Brandwein
      Add to cart new
      In October 2022, the British artist Damien Hirst, renowned for defying the art establishment, brought his six-year project "The Currency" to an end. The project involved the creation of 10,000 “spot paintings”, each linked to a blockchain-based non-fungible token (NFT).
        View case