Summary: Recently, Dream Town Realty decided to make a big change in their sale tactics. Starting on Friday, the firm will be advertising its new group, Pride of Ownership, which will specifically be focusing on real estate for the LGBT community. This will make the company controversial, sure, but rare as well. It is seldom that you find a company marketing for the LGBT community to such an extent.
Analysis: From a business perspective, this is a risky endeavor to say the least. It is not often that business target a certain demographic group, for obvious reasons. The LGBT community is still currently a very hot issue for the nation, making the move that much riskier. Easily this is how I view their change from a sociological conflict perspective. However, I believe that this serves better as an example of the functionalist view. Founder Yuval Degani elaborates, "It's not just about a pink rush," Degani said. "We're trying to create resources." Sometimes, taking such a stand on something controversial could help consumers to gain respect for a business. Showing that your values are more important than financial risk is admirable.
No comments:
Post a Comment