Rapidly growing VIPP sells highly differentiated (and expensive) "designer" version of the product that most consumers think of a purely functional point of view: dustbins. Looks at how the company successfully produces and hosts the trash so that it is seen as "art object" (and which has been shown to be such as Paris Louvre). Although it is a material product, the price VIPP Ben can not be even remotely justified its functional features, customers rather expensive to pay for intangible aspects of the product, which the firm is working very hard to keep integrated with the physical product. Offers a number of challenges facing the creative economy companies, such as how to produce products with a very important intangible components, how to design and manage the integrity of the product family, how far to extend the brand, how to manage artists, and is the source of creativity. "Hide
by Robert D. Austin, Daniela Beyersdorfer Source: Harvard Business School 23 pages. Publication Date: December 19, 2006. Prod. #: 607052-PDF-ENG
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