Bruce Taub, founder of Fernwood, walked past some of the finest galleries in New York, he pondered the unique challenges faced by Fernwood. Where others saw inefficiency imperfect markets, Taub saw an opportunity to revolutionize the very nature of how Americans related to the fine art market. As its chairman and founder, Taub was built Fernwood, to serve as a vehicle for his vision:. "Even my secretary could ever owned (stock art) in his 401 (k)" democratize investment in the arts is that, as Taub walked through the doors at Christies, he knew that in the near future he is going to decide the path that initially guide Fernwood to investors. He also knew that, at least in the short term, he needed the support of the art community, and he wondered what else he could or should do in order to win their support. "Hide
by Boris Groysberg, Joel Podolny, Tim Keller Source: Harvard Business School 34 pages. Publication Date: September 27, 2004. Prod. #: 405032-PDF-ENG
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