TRADITION AND INNOVATION IN THE DIGITAL ERA: SYMBOLIC VALUE, CULTURE AND MARKETING

ABSTRACT

The aim of this teaching case is to generate learning about the creation of symbolic and cultural value of goods in the context of virtual communication. Thus, the case also lets us learn about the importance of this kind of value within the digital marketing practices. The story takes place around the management of Anna, facing a crisis in the company that she manages with his mother, current director and founder. Tear is a company in the fashion segment, which manufactures objects characterized by sophisticated design, refined craftsmanship and unique pieces. When Anna was helping a costumer choosing a wedding dress, hears a story about Tiffany's & Co. and perceive it as a potential alternative to face the company crisis. After talking to the director, Anna decides to visit the headquarters of Tiffany & Co. in New York. She talks to several people and had different experiences. In the end, Anna discovers how digital marketing and e-commerce can transform craft products into objects of desire, combining innovation with tradition. However, she also gets the opposite: how cultural and symbolic dimension can qualify digital marketing practices.

Keywords:
Digital Marketing; Symbolic Value; Crafts; Cultural Product; Tiffany’s & Co