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Eterneva : growing the diamond industry /

Adelle Archer is the co-founder and CEO of Eterneva Inc., which uses human ashes as part of the process of creating synthetic diamonds. Archer grew her business with experiential marketing, involving customers in the journey of converting ashes to diamonds. She faced bad publicity but worked to esta...

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Bibliographic Details
Main Authors: Agnihotri, Arpita (Author), Bhattacharya, Saurabh (Author)
Format: eBook
Language:English
Published: London : SAGE Publications: SAGE Business Cases Originals, 2023.
Series:SAGE business cases.
Subjects:
Marketing > Case studies.
Technological innovations > United States.
Strategic planning.
Diamond industry and trade > Case studies.
Marketing > Études de cas.
Innovations > États-Unis.
Planification stratégique.
Diamants > Industrie > Études de cas.
Diamond industry and trade
Marketing
Strategic planning
Technological innovations
United States
Electronic books.
Case studies
Online Access:Connect to the full text of this electronic book
Description
Summary:Adelle Archer is the co-founder and CEO of Eterneva Inc., which uses human ashes as part of the process of creating synthetic diamonds. Archer grew her business with experiential marketing, involving customers in the journey of converting ashes to diamonds. She faced bad publicity but worked to establish Eterneva's legitimacy in the diamond industry and leveraged transparency and experiential marketing to grow the company. The case considers why consumers would be interested in converting ashes to diamonds and looks at how Archer intends to lead the grief wellness market and grow in the industry.
Physical Description:1 online resource : illustrations.
ISBN:9781529618754
1529618754