{"title":"Web 3 and NFT create value to the wine industry: The case of Chateau Edmus","authors":"Laurent Florès, Catherine Lejealle","doi":"10.1177/20438869231219517","DOIUrl":null,"url":null,"abstract":"This case study provides a comprehensive understanding of the value creation web 3 can bring to customers and to the wineries. Learners develop an appreciation of how NFTs’ and DAO’s characteristics can create value in a disruptive way compared to web 2. This is explored through applying the framework of perceived value by customers and online customers brand activities to Chateau Edmus, a Bordeaux winery, led by Laurent David, a former tech manager from Apple. Web 3 brings economic, functional, affective, and social value to customers. It enables Laurent to get a competitive advantage in the marketing funnel, to gain efficiency in his own process, and to obtain knowledge from customers in order to innovate further. In spite of its additional value created for all stakeholders, technical and legal risks may shadow web 3 broader adoption and need to keep the purchase stage on web 2 platform.","PeriodicalId":37921,"journal":{"name":"Journal of Information Technology Teaching Cases","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Information Technology Teaching Cases","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/20438869231219517","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 0
Abstract
This case study provides a comprehensive understanding of the value creation web 3 can bring to customers and to the wineries. Learners develop an appreciation of how NFTs’ and DAO’s characteristics can create value in a disruptive way compared to web 2. This is explored through applying the framework of perceived value by customers and online customers brand activities to Chateau Edmus, a Bordeaux winery, led by Laurent David, a former tech manager from Apple. Web 3 brings economic, functional, affective, and social value to customers. It enables Laurent to get a competitive advantage in the marketing funnel, to gain efficiency in his own process, and to obtain knowledge from customers in order to innovate further. In spite of its additional value created for all stakeholders, technical and legal risks may shadow web 3 broader adoption and need to keep the purchase stage on web 2 platform.
期刊介绍：
The Journal of Information Technology Teaching Cases (JITTC) provides contemporary practical case materials for teaching topics in business and government about uses and effectiveness of technology, the organisation and management of information systems and the impacts and consequences of information technology. JITTC is designed to assist academics, scholars, and teachers in universities and other institutions of executive education, as well as instructors of organizational training courses. Case topics include but are not restricted to: alignment with the organization, innovative uses of technology, emerging technologies, the management of IT, including strategy, business models, change, infrastructure, organization, human resources, sourcing, system development and implementation, communications, technology developments, technology impacts and outcomes, technology futures, national policies and standards.
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