The blockchain

Movie!

How the Blockchain is changing Money and Business

Reading!

Ghose, A. (2018). What Blockchain Could Mean for Marketing. Harvard Business Review.

Harvey, CR, Moorman, C., and Toledo, M. (2018). How Blockchain Can Help Marketers Build Better Relationships with Their Customers. Harvard Business Review. Available at https://hbr.org/2018/10/how-blockchain-can-help-marketers-build-better-relationships-with-their-customers

Movie!

How the Blockchain will radically transform the economy?

Reading!

Dal Mas, F., Massaro, M., Verde, JM and Cobianchi, L. (2020). Can the Blockchain Lead to New Sustainable Business Models? Journal of Business Models, Vol. 8, No. 2, p. 31-38

Quiz!

1. Blockchain technology is not well understood by marketers. This caused marketers to take a _____ approach.

	Wait and see
	Tentative and trust
	Come and go
	Play and pay

2. How can the Blockchain disrupt online advertising?

	By providing a level of tracking and transparency to brands in their advertising investments
	By reducing transaction costs
	By substituting to brand managers in their choices
	By providing a level of tracking and transparency to a middleman in their advertising investments

3. What are the Blockchain characteristics that can favor the creation of new Sustainable Business Models?

	Asset tokenization, Transparency, Big Data, Distributed
	Asset tokenization, Transparency, No middleman, Distributed
	Asset tokenization, Transparency, No middleman, Data analysis
	Asset expectations, Transparency, No middleman, Distributed

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