Saffronart.com: Bidding for Success Harvard Case Solution & Analysis

Saffronart, the five-year-old Internet company art auctions, a leading position in the market for contemporary Indian art and are now faced with competition in the market it created. Founded in 2000 by husband and wife team of Minal and Dinesh Vazirani, Saffronart.com an innovative online auction company that specializes in contemporary Indian art. As the first company to offer Indian fine art with authenticity guarantees in auction settings that increase price transparency, Saffronart was possible to establish the genre of contemporary Indian art in the art world, as well as in the creation of a market for it. This market, and Saffronart's revenues increased dramatically from 2000 to 2005. Saffronart assessment was that the Indian art auction market will be worth $ 125 million in 2006, their income is $ 45 million. While this success was gratifying, the company and its founders are faced with new internal and external pressure, of particular concern is the entry auction giants Christie's and Sotheby's in the market. The main objective Vaziranis "now is to strengthen its leading position in the market they created in unpredictable cycles on the secondary art market and the increasingly strong competitors.
Includes color artifacts.
To increase their effectiveness, color cases should be be printed in color. "Hide
by Mukti Khaire, R. Daniel Wadhwani Source: HBS Premier Case Collection 21 pages. Publication Date: July 18, 2007. Prod. #: 808027-PDF-ENG

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