Browsing by Author "Watterson, Isabella"

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    An exploration of agile branding in the art industry during times of crisis and its influence on consumer behaviour
    (The IIE, 2022) Watterson, Isabella
    The art industry relies heavily on the physical co-presence and interaction with artworks in order for them to be appreciated and traded. The Covid-19 pandemic severely interrupted established business routines, requiring agile solutions that could be immediately implemented. This qualitative research study investigates the agile branding strategies and business processes adopted by Strauss & Co, a key stakeholder in the South African art auction industry, during the Covid-19 pandemic. This study follows an interpretivist paradigm, a research technique that values the interpretation and understanding of human behaviour. The data collection method for this study was in-depth interviews, as the researcher needed qualitative insights from industry figures to formulate a holistic view. Drawing on the insights of five strategically placed individuals, this study considers how Strauss & Co’s business processes and branding strategies influenced consumer behaviour and buying patterns, in effect ensuring continuity in the company’s core business operations during a tumultuous time. This study details how innovative and agile business strategies, when firmly implemented, can lead to positive behavioural changes in consumers, as well as produce unexpected favourable consequences.