Strategies for growth in art including Non Fungible Tokens
DOI:
https://doi.org/10.35830/cn.vi88.642Keywords:
NFT, growth strategies, Ansoff matrix, art market, cryptoartAbstract
During 2021 the Non Fungible Tokens (NFTs) phenomenon boomed and therefore an accelerated growth of these crypto assets was appreciated. On the other hand, the father of strategic management, Igor Ansoff, introduced in 1960 a matrix for the development of growth strategies. This article aims to analyze each strategy and how they have been applied in the art, in order to identify where NFTs are currently located. The results of this analysis indicate that the four strategies are still being used in the art market and that NFTs are positioned in the diversification quadrant, since it is a new product in a new market.
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Copyright (c) 2023 Marliz Acela Velázquez Díaz, Diana Barrón Villaverde
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