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about=\u0022\/case\/crurated\u0022 class=\u0022case-study full clearfix case-details-page-wrapper\u0022\u003E\n  \u003Cdiv class=\u0022container-fluid case-details-block green-january full-width-wrapper\u0022\u003E\n    \u003Ca id=\u0022scrolltop_button\u0022\u003E\u003C\/a\u003E\n\n    \u003Cdiv class=\u0022row\u0022\u003E\n      \u003Cdiv class=\u0022col-lg-12 full-width-inner-wrapper\u0022\u003E\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 btn-group\u0022\u003E\n            \u003Ca href=\u0022\/search\u0022 class=\u0022btn padding-5 insead-white green-december-text rounded-2 back-to-search-button\u0022\u003E\n              Back to Search\n            \u003C\/a\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 badges-block\u0022\u003E\n           \u003Cspan class=\u0022green-june-text text-uppercase product-type-badges\u0022\u003ECase Study\u003C\/span\u003E\n                                                            \n                          \u003Cimg class=\u0022extra-icon\u0022 src=\u0022\/themes\/custom\/case_publishing\/dist\/images\/extra@3x.png\u0022 alt=\u0022extra\u0022 title=\u0022Case with extra material\u0022\u003E\n            \n          \u003C\/div\u003E\n        \u003C\/div\u003E\n\n        \u003Cdiv class=\u0022row\u0022\u003E\n\n          \u003Cdiv class=\u0022col-lg-6 col-md-6 individual-banner-section\u0022\u003E\n            \u003Ch1 class=\u0022green-august-text individual-page-title\u0022\u003E \u003Cspan class=\u0022field field--name-title field--type-string field--label-hidden\u0022\u003EThe Crurated Revolution:  Connecting People with Fine Wines Through Blockchain Technology\u003C\/span\u003E\n\u003C\/h1\u003E\n            \u003Cdiv class=\u0022row casestudy-fields-block\u0022\u003E\n\n              \u003Cdiv class=\u0022col-lg-4 col-md-4 col-sm-6 col-xs-6 col-6 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class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003ECrurated, a start-up founded in 2019, combines various technologies to address previously\u003Cbr \/\u003E\nunmet needs in the fine wine market through a bold marketing approach. The innovative ecommerce\u003Cbr \/\u003E\nmarketplace enables high-end consumers to connect with and purchase wine\u003Cbr \/\u003E\nfrom renowned producers. Stepping into the shoes of founder Alfonso De Gaetano, students\u003Cbr \/\u003E\nanalyse how value is created through status-building across the product life cycle, identify\u003Cbr \/\u003E\nopportunities to fix market failures and address unmet customer needs, combine\u003Cbr \/\u003E\ntechnological solutions to articulate an effective value proposition, and formulate\u003Cbr \/\u003E\napproaches to product, pricing, placement and promotion.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003E1. To present a framework for how value (and particularly status perceptions) is created in\u003Cbr \/\u003E\nhigh-end markets such as fine wine, and identify pain points for different actors at various\u003Cbr \/\u003E\npoint of the value chain. Bridges with other industries (fashion, jewellery) are possible.\u003Cbr \/\u003E\n2. To describe a process for when technologies do (or do not) support new business models by\u003Cbr \/\u003E\ncarving out a unique competitive advantage (by enabling feedback loops along the product\u003Cbr \/\u003E\nlife cycle).\u003Cbr \/\u003E\n3. To formulate an effective value proposition given the needs of the target segment, and learn\u003Cbr \/\u003E\nhow to create value through superior execution of the 4Ps (product\/technology, price, place\u003Cbr \/\u003E\nand promotion).\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003EKeywords\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cul class=\u0022individual-page-keywords\u0022\u003E\n                                                      \u003Cli\u003E\n                              Blockchain technology\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              NFC\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              NFT\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Marketing strategy\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              ecommerce\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Luxury Industry\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Fine Wine Market\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Pricing\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Consumer Psychology\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Marketplace business models\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Status motivations\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Product\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Digital innovation\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Digital disruption\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Q22023\n                            \u003C\/li\u003E\n                                                  \u003C\/ul\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-148146\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                              \u003C\/div\u003E\n                        \u003C\/div\u003E\n\n\n        \u003C\/div\u003E\n\n\n      \u003C\/div\u003E\n      \u003Cdiv class=\u0022col-lg-4 col-md-4 insead-white individual-right-sidebar\u0022\u003E\n\n        \n        \u003Cdiv class=\u0022sidebar-block\u0022\u003E\n          \u003Cspan class=\u0022sidebar-heading\u0022\u003E\n                          About the Author(s)\n                      \u003C\/span\u003E\n          \u003Chr\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/David-Dubois-12716_71.jpg\u0022 alt=\u0022Dubois\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/david-dubois\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      David\u0026nbsp;Dubois\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  Associate Professor of Marketing\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/lidia-martin-garcia.jpeg\u0022 alt=\u0022Martin Garcia\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/lidia-martin-garcia\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Lidia\u0026nbsp;Martin Garcia\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  INSEAD MBA 23\u0026#039;J\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                  \u003C\/div\u003E\n\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\u003C\/div\u003E\n\n","settings":null}]