Autori: Maria Giovanna Devetag, Giovanni Zazzerini, Walter Ingrassia

The case presents the structural features of the audiovisual industry and of the creative industry more generally, the peculiarities of cultural and creative products (infinite differentiation, experience goods, etc.), the factors that guide consumers’ choices (peer effects, status signaling, etc.), the current market trends characterized by progressive convergence among different sectors (cinema, TV, streaming platforms, etc.) and the marketing of a TV Series.

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