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商品編號： 9-517-110 出版日期： 2017/05/30 作者姓名： Deshpande, Rohit;Thapar, Alpana 商品類別： Marketing 商品規格： 16p 再版日期： 2019/11/18 地域： 產業： Arts, entertainment & sports;Film;Film & music industries 個案年度： 2004 - 2016
商品敘述：
This case follows the conception and emergence of the Dubai International Film Festival (DIFF). In an already crowded and highly competitive industry, Abdulhamid Juma was attempting to define and establish a unique brand positioning for DIFF. Committed to its vision, Juma led the introduction of various initiatives over the years and was able to effectively grow the festival''s profile amid emerging regional and well-established global players like the Cannes, Sundance and Toronto film festivals. By the end of 2016, Juma found himself at a crossroads. Could he continue to follow the historical strategy or was it time to consider a change in order to take it the next level? What would be the best strategy for ensuring DIFF''s survival for many years to come?
涵蓋領域：
Brand building;Brand positioning;Branding;Business models;Competitive strategy;Decision making;Growth strategy;Marketing;Nonprofit organizations;Stakeholders;Strategy
相關資料：
Case Teaching Note, (5-519-084), 8p, by Rohit Deshpande, Nathaniel Schwalb
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