Strategy and Art?

Strategy. One word. Multiple meanings. Some organisations direct their strategy at playing the existing game better. Some others decide to play new games. Only few decide to redefine how an existing game is being played. Avenso Projects redefined the rules in the contemporary photography market and created a new space for art photography. A sound strategy seems also crucial in the art business. The following paper will firstly describe how the strategic position of Lumas, Avensos first business unit, came about.