Omnichannel marketing in art galleries for the next generation collector

The art market has long held to traditional structures with rather exclusive access to art and non-transparent pricing. Hence, the move towards online sales and the associated democratization in the market have progressed slowly. Led by the Covid-19 pandemic, the art market experienced a leap forward in terms of digitization. In addition, a new younger generation of art collectors, the Next Generation Collector (NGC) became the biggest spenders on art in 2020. These new dynamics leave galleries with the open question of how they should design their omnichannel customer journey with an ideal use of online and offline consumer touchpoints in order to address the NGC. This thesis aims at providing art galleries with recommendations to answer this question. It draws attention to the situational relevance of online and offline channels and examines which online services should be implemented to support the NGCs in their art buying decision-making. For this purpose, academic literature and art market reports on the omnichannel marketing practices were examined. In addition, 15 interviews among NGCs were held to capture their needs. The NGCs’ indicated preferences were crossreferenced with two interviews on the art seller side, in order to provide actionable recommendations for the galleries. The thesis identified five distinct phases along the NGC’s customer journey: awareness, information, inquiry, purchase and post-purchase. Both online and offline channels are important along it. In line with previous research this thesis finds that offline touchpoints remain the preferred way of experiencing art, either to inspect an artwork or witness the memorable surrounding elements at an event. This research specifies that aside from the gallery, the interaction with the artist is commonplace among the NGCs. It was identified that especially Instagram facilitates this newer phenomenon. It allows NGCs to circumvent the gallery which traditionally acts as an intermediary. Instagram as a channel is important throughout the customer journey from the initial awareness of an artwork to staying in touch with an artist after a purchase. Hence, it becomes increasingly important for galleries to be present on the artist’s online touchpoints and enable the customer a direct transition from the artist’s to the gallery’s touchpoint. Overall, a seamless transition between all channels is essential. During the awareness and information phase, online channels allow easy access to a variety of art and information about it. Especially in the inquiry and purchase phase, the NGCs prefer written exchange, rather than in person conversations. In the post-purchase phase digital channels help to remain in touch with the NGCs. Overall, they prefer a personal interaction with the gallery before the purchase (but after their own research) and are therefore reluctant to purchase art online anonymously. NGCs may lack trust in online channels, but also want a premium experience when buying art. This service shall and cannot be supplemented by Augmented Reality, Virtual Reality or a Chatbot. Instead, a photograph of the artwork and human interaction remain paramount

A produção de sentido da experiência de marca com base em estratégias organizacionais da lógica dominante de serviços: experiências da marca Heineken

O presente estudo tem o objetivo de identificar como a produção de sentido da Experiência de Marca com base na Lógica Dominante de Serviços pode contribuir nas estratégias organizacionais de gestão de marca. O método de pesquisa escolhido para este estudo é pesquisa exploratória descritiva, qualitativa, estudo de caso e análise semiótica. Para elucidar o objetivo proposto, este estudo terá como premissa um estudo de caso da marca Heineken, a qual destaca-se pela utilização de estratégias organizacionais com características criativas realizadas pelas experiências da marca. Como resultado, espera-se compreender a relação dos consumidores com a marca Heineken, que a partir das experiências compartilhadas entre marca e consumidor, promova a produção de sentido subjacente à experiência do consumidor com a marca

REDES ESTRATÉGICAS MEDIADAS POR PLATAFORMAS DIGITAIS NA INDÚSTRIA CRIATIVA: PROPOSTA DE UM QUADRO TEÓRICO

We aim to construct a reflection on the place of strategic networks in the appropriation of the entrepreneurial culture mediated by digital platforms. The study is justified by the gap observed in what concerns the formation of strategic networks mediated by digital platforms in Creative Industry. Therefore, we have built theoretical framework on the use of strategic networks in Creative Industry, mainly mediated by ICTs. We start defining this as discipline that deals with economic activity of Creative Sectors acting through Social Networks, making extensive use of ICTs. We structure the research in three sections: 1) Creative Industry, Social and Strategic Networks; 2) Strategic Networks in Creative Industry; 3) Strategic Networks mediated by ICTs. We build theoretical framework on economic performance in strategic networks in the Creative Industry, from the field of Administration. We adopt methodology based on exploratory research, of a bibliographic nature. We conclude by presenting reflection on the performance of strategic networks mediated by digital platforms, based on the proposed theoretical framework.Objetivamos la construcción de reflexión sobre lugar de redes estratégicas en apropiación de cultura emprendedora mediada por plataformas digitales. El estudio se justifica por lacuna observada en lo que concierne a formación de redes estratégicas mediadas por plataformas digitales en industria creativa. Para ello, construimos un marco teórico sobre el uso de redes estratégicas en Industria Creativa, principalmente mediadas por TIC. Partimos de definición de esta como disciplina que trata de actividad económica de Sectores Creativos actuantes por medio de Redes Sociales, haciendo amplio uso de TIC. Estructuramos la investigación en tres secciones: 1) Industria Creativa, Redes Sociales y Estratégicas; 2) Redes Estratégicas en la Industria Creativa; 3) Redes Estratégicas mediadas por TIC. Construimos marco teórico sobre actuación económica en redes estratégicas en Industria Creativa, a partir del campo de Administración. Adoptamos metodología balizada en investigación exploratoria, de cuño bibliográfico. Concluimos presentando reflexión sobre actuación en redes estratégicas mediadas por plataformas digitales, a partir de marco teórico propuesto.Objetivamos construção de reflexão sobre lugar de redes estratégicas na apropriação da cultura empreendedora mediada por plataformas digitais. O estudo justifica-se pela lacuna observada no que concerne formação de redes estratégicas mediadas por plataformas digitais na Indústria Criativa. Para tanto, construímos quadro teórico sobre uso de redes estratégicas em Indústria Criativa, principalmente mediadas por TICs. Partimos de definição desta como disciplina que trata da atividade econômica de Setores Criativos atuantes por meio de Redes Sociais, fazendo largo uso de TICs. Estruturamos a investigação em três seções: 1) Indústria Criativa, Redes Sociais e Estratégicas; 2) Redes Estratégicas na Indústria Criativa; 3) Redes Estratégica mediadas por TICs. Construimos quadro teórico sobre atuação econômica em redes estratégicas na Indústria Criativa, a partir do campo da Administração. Adotamos metodologia balizada em pesquisa exploratória, de cunho bibliográfico. Concluímos apresentando reflexão sobre atuação em redes estratégicas mediadas por plataformas digitais, a partir de quadro teórico proposto.DOI: 10.21714/2178-8030gep.v19.467

A tradição criativa e a geração de desenvolvimento socioeconômico em Campo Bom, RS, Brasil, no contexto das cidades

The creative cities have become a model for social and economic development through the valorization of knowledge linked to a local culture. But to become a creative city isn’t about to copy models. The actions carried out need to start from the local cultural reality. In this context, the theoretical analysis carried out in the municipality of Campo Bom shows that it possesses a cultural heritage inherited from its colonizers, the creative tradition, which can be used in the formulation of programs of socioeconomic development of the city.As cidades criativas vêm tornando-se modelo para o desenvolvimento social e econômico através da valorização dos saberes vinculados a cultura local. Mas, ser uma cidade criativa não é copiar modelos, pois as ações realizadas precisam partir da realidade cultural local. Nesse contexto, a análise teórica realizada no município de Campo Bom demonstra que este possui um patrimônio cultural herdado dos seus colonizadores, a tradição criativa, que pode ser utilizado na formulação de programas de desenvolvimento socioeconômico da cidade

Insulin Receptor in Pancreatic Cancer-Crown Witness in Cross Examination

Background The proximity of pancreatic cancer (PDAC) to the physiological source of the growth promoting hormone insulin might be exploited by this highly malignant cancer entity. We investigated if (I) PDACs express the insulin receptor (IR) in cancer cells and cancer vasculature, (II) if IR correlates with clinicopathological patient characteristics, including survival, and hence is involved in PDAC biology, (III) if IR is already expressed in precursor lesions, if (IV) the IGF1 receptor (IGF1R) is associated with clinicopathological patient characteristics and survival and (V) is linked to IR expression. Methods 160 PDAC samples were examined for IR and IGF1R expression by immunohistochemistry. A modified HistoScore was correlated with clinicopathological characteristics and survival. Results IR overexpression was already observed in pancreatic intraepithelial neoplasia. Furthermore, it was more frequently observed in advanced disease and associated with distant metastasis, UICC stage, lymphatic invasion and an increased lymph node ratio, but without impacting survival in the end. IGF1R expression was not associated with clinicopathological parameters or survival, in contrast to former paradigms. Conclusions We hypothesize that the close proximity to the pancreatic islets might be advantageous for cancer growth at first, but it experiences self-limitation due to surgical removal or local destruction following accelerated cancer growth

The Herschel view of the dominant mode of galaxy growth from z=4 to the present day

We present an analysis of the deepest Herschel images in four major extragalactic fields GOODS-North, GOODS-South, UDS and COSMOS obtained within the GOODS-Herschel and CANDELS-Herschel key programs. The picture provided by 10497 individual far-infrared detections is supplemented by the stacking analysis of a mass-complete sample of 62361 star-forming galaxies from the CANDELS-HST H band-selected catalogs and from two deep ground-based Ks band-selected catalogs in the GOODS-North and the COSMOS-wide fields, in order to obtain one of the most accurate and unbiased understanding to date of the stellar mass growth over the cosmic history. We show, for the first time, that stacking also provides a powerful tool to determine the dispersion of a physical correlation and describe our method called "scatter stacking" that may be easily generalized to other experiments. We demonstrate that galaxies of all masses from z=4 to 0 follow a universal scaling law, the so-called main sequence of star-forming galaxies. We find a universal close-to-linear slope of the logSFR-logM* relation with evidence for a flattening of the main sequence at high masses (log(M*/Msun) > 10.5) that becomes less prominent with increasing redshift and almost vanishes by z~2. This flattening may be due to the parallel stellar growth of quiescent bulges in star-forming galaxies. Within the main sequence, we measure a non varying SFR dispersion of 0.3 dex. The specific SFR (sSFR=SFR/M*) of star-forming galaxies is found to continuously increase from z=0 to 4. Finally we discuss the implications of our findings on the cosmic SFR history and show that more than 2/3 of present-day stars must have formed in a regime dominated by the main sequence mode. As a consequence we conclude that, although omnipresent in the distant Universe, galaxy mergers had little impact in shaping the global star formation history over the last 12.5 Gyr

A CANDELS - 3D-HST Synergy: Resolved Star Formation Patterns at 0.7 < z < 1.5

We analyze the resolved stellar populations of 473 massive star-forming galaxies at 0.7 < z < 1.5, with multi-wavelength broad-band imaging from CANDELS and Halpha surface brightness profiles at the same kiloparsec resolution from 3D-HST. Together, this unique data set sheds light on how the assembled stellar mass is distributed within galaxies, and where new stars are being formed. We find the Halpha morphologies to resemble more closely those observed in the ACS I band than in the WFC3 H band, especially for the larger systems. We next derive a novel prescription for Halpha dust corrections, which accounts for extra extinction towards HII regions. The prescription leads to consistent SFR estimates and reproduces the observed relation between the Halpha/UV luminosity ratio and visual extinction, both on a pixel-by-pixel and on a galaxy-integrated level. We find the surface density of star formation to correlate with the surface density of assembled stellar mass for spatially resolved regions within galaxies, akin to the so-called 'main sequence of star formation' established on a galaxy-integrated level. Deviations from this relation towards lower equivalent widths are found in the inner regions of galaxies. Clumps and spiral features, on the other hand, are associated with enhanced Halpha equivalent widths, bluer colors, and higher specific star formation rates compared to the underlying disk. Their Halpha/UV luminosity ratio is lower than that of the underlying disk, suggesting the ACS clump selection preferentially picks up those regions of elevated star formation activity that are the least obscured by dust. Our analysis emphasizes that monochromatic studies of galaxy structure can be severely limited by mass-to-light ratio variations due to dust and spatially inhomogeneous star formation histories.Comment: Accepted by The Astrophysical Journal, 18 pages, 1 table, 10 figure

Quantitative assessment of the asphericity of pretherapeutic FDG uptake as an independent predictor of outcome in NSCLC

Background The aim of the present study was to evaluate the predictive value of a novel quantitative measure for the spatial heterogeneity of FDG uptake, the asphericity (ASP) in patients with non-small cell lung cancer (NSCLC). Methods FDG-PET/CT had been performed in 60 patients (15 women, 45 men; median age, 65.5 years) with newly diagnosed NSCLC prior to therapy. The FDG-PET image of the primary tumor was segmented using the ROVER 3D segmentation tool based on thresholding at the volume-reproducing intensity threshold after subtraction of local background. ASP was defined as the relative deviation of the tumor’s shape from a sphere. Univariate and multivariate Cox regression as well as Kaplan-Meier (KM) analysis and log-rank test with respect to overall (OAS) and progression-free survival (PFS) were performed for clinical variables, SUVmax/mean, metabolically active tumor volume (MTV), total lesion glycolysis (TLG), ASP and “solidity”, another measure of shape irregularity. Results ASP, solidity and “primary surgical treatment” were significant independent predictors of PFS in multivariate Cox regression with binarized parameters (HR, 3.66; p < 0.001, HR, 2.11; p = 0.05 and HR, 2.09; p = 0.05), ASP and “primary surgical treatment” of OAS (HR, 3.19; p = 0.02 and HR, 3.78; p = 0.01, respectively). None of the other semi-quantitative PET parameters showed significant predictive value with respect to OAS or PFS. Kaplan-Meier analysis revealed a probability of 2-year PFS of 52% in patients with low ASP compared to 12% in patients with high ASP (p < 0.001). Furthermore, it showed a higher OAS rate in the case of low versus high ASP (1-year-OAS, 91% vs. 67%: p = 0.02). Conclusions The novel parameter asphericity of pretherapeutic FDG uptake seems to provide better prognostic value for PFS and OAS in NCSLC compared to SUV, metabolic tumor volume, total lesion glycolysis and solidity