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> Melissa Wood Health: How to Win in the Creator Economy

商品編號: 9-521-086
出版日期: 2021/05/27
作者姓名:
Ascarza, Eva
商品類別: General management
商品規格: 18p

再版日期: 2021/08/04
地域:
產業:
個案年度: 2020 -  

 


商品敘述:

In October 2020, Melissa Wood-Tepperberg, founder of the digital subscription wellness platform Melissa Wood Health (MWH) and creator of ''The MWH Method,'' was evaluating the strategic directions of her company. What had started as a way to share workouts and wellness tips via Instagram only five years ago, today was a growing business enterprise. The MWH membership was reaching 92,000 paying subscribers who accessed the content in her platform. Wood''s base of Instagram followers was also growing, now totaling more than 650,000, along with the number of brands who sought her attention and endorsement to promote their brands via her Instagram account. As the business grew, new opportunities arose. Today Wood was meeting with executives of a large fashion retailer who had proposed a partnership to create, launch, and sell Wood''s own collection of apparel-an important step for MWH towards becoming a lifestyle brand. How should Wood approach the negotiations about the deal terms? What would this partnership mean to her members and followers? And how could she ensure this new partnership would help propel the other parts of her business?


涵蓋領域:

Brand management;Branding;Negotiation strategies;Partnerships


相關資料:

Case Teaching Note, (5-522-024), 19p, by Eva Ascarza;
Spreadsheet Supplement, (9-522-029), 8p, by Eva Ascarza;
Spreadsheet Supplement, (9-522-704), 0p, by Eva Ascarza