Impacts of media Technology Performance of Artisans by Doaa Damalkhan and Michele Marks Legacy

2019

Impacts of Media Technology on Performance of Artisans

CREATIVE PROBLEM SOLVING DMMA517-H BY: DOAA DAMLAKHAN & MICHELE MARKS-LEGACY

Running head: ARTISANS

Impacts of Media Technology on Performance of Artisans Miami International University Doaa Damlakhan & Michele Marks-Legacy Creative Problem Solving DMMA517-H

1 ARTISANS Table of Contents 1.Introduction ................................................................................................................................ 3 2.Problem Analysis ....................................................................................................................... 3 2.1Background and Justification ............................................................................................................... 3 2.2Justification .......................................................................................................................................... 5 2.3Problem and Objective Tree ................................................................................................................ 5 Exhibit 1.0 Problem Tree ......................................................................................................................................6 Exhibit 2.0 Objective Tree ....................................................................................................................................7

3.Market analysis .......................................................................................................................... 8 3.1PESTEL Analysis ................................................................................................................................ 8 3.2 Market segmentation ........................................................................................................................... 9 3.3 Target market ...................................................................................................................................... 9 3.4 Segment strategy ................................................................................................................................. 9 3.5Market needs ...................................................................................................................................... 10 3.6Market trends ..................................................................................................................................... 10 3.7Market growth.................................................................................................................................... 10 3.8Key customers.................................................................................................................................... 10 3.9Future markets ................................................................................................................................... 10 3.10Competition...................................................................................................................................... 11 3.11 Competitors and alternatives ........................................................................................................... 11 3.12 Product advantages ......................................................................................................................... 11

4.Product ...................................................................................................................................... 12 4.1Competitive Analysis Worksheet....................................................................................................... 12 4.2Products & Services ........................................................................................................................... 13 4.3Company’s products and/or services ................................................................................................. 13 4.4Product description ............................................................................................................................ 14 4.5Consumer Journey ............................................................................................................................. 16 4.6Features .............................................................................................................................................. 17 4.7Branding............................................................................................................................................. 17 4.8Logo ................................................................................................................................................... 18 4.9The Website ....................................................................................................................................... 19

2 ARTISANS 5.Strategic plan............................................................................................................................ 21 5.1Marketing & sales strategy ................................................................................................................ 21 5.2Advertising Plan................................................................................................................................. 21 5.3Monetizing & Financial Plan (ROI) ................................................................................................... 22 5.4Price setting........................................................................................................................................ 23

6.Mentoring & Sustainability .................................................................................................... 25 6.1Sustainability...................................................................................................................................... 25 6.2Inclusion............................................................................................................................................. 26 6.5KPI’s .................................................................................................................................................. 28

7.Recommendations .................................................................................................................... 29 8. Conclusion ............................................................................................................................... 30 9. Appendix .................................................................................................................................. 31 Problem Tree ............................................................................................................................... 31 Exhibit 2.0 Objective Tree ..................................................................................................................................32

Consumer Journey .................................................................................................................................. 33

The Website .................................................................................................................................. 35 References .................................................................................................................................... 39

3 ARTISANS 1.Introduction Artisans are experiencing problems in finding a market for their local artworks. As a result, artisans are experiencing returns from their arts because they are not able to access a reliable market. Many of the artisans have not realized that media technology has a great impact on their performance. For example, digital marketing has increased as people are increasingly using internet support gadgets like laptops, tablets, and mobiles. According to Liu, et al. (2011), brands need to connect with customers online using social media platforms. Media technology has changed the way marketing is done as online advertising has proved to be effective and efficient.

Artisans need to tap into the aspirations and wishes of people through digital engineering to come up with artworks that are in line with the needs of the market (Zoran, et al., 2014). The marketing areas that have been transformed by media technology include the relevance and speed of campaigns. Digital marketing can increase the relevancy of the artworks by accessing many people online with a focus on a certain group.

2.Problem Analysis 2.1Background and Justification Despite the fact that the art industry makes use of technology, there is a need for increased use of media technologies, especially in digital marketing. The fact that many tech-plants are being operated by artisans who lack important digital skills, productivity can be limited. The major problems that are human-related common in the industry are low-quality workmanship, low productivity, and low levels of managerial skills. Also, costs and time overruns due to proficiency attributed to the artisans. According to Liu, et al. (2011), technical training and skills formation are considered important in the performance of artisans. The ability of artisans to ear

4 ARTISANS more in the informal sector is highly dependent on productivity levelisand individual competencies The ability of artisans to gear their outlook more on performance, highly dependent on especiallylevel in the of digital technologies.

Socialinmedia the internet have increased productivity and use individual competencies especially the useand of digital technologies.

Social media and the internet have increased engagement with experience. customers with more participatory experience. engagement with customers with a more participatory As aaresult, the arts audience is As a result, the arts audience is becoming more susceptible to embracing new consumers that have

becoming more diverse than diverse. This is because media technology is playing an important

diverse backgrounds with unique cultural art preferences. This is because media technology is playing an

role in the process of widening the boundaries associated with art.

important role in the process of widening the boundaries associated with art.

Figure 1: showing impact of digital technologies on arts Source: Liu, et al. (2011) Media technology has made it possible for artisans to market themselves effectively through blog presences, social media exchanges, and online advertisements. Utilizing media technology helps in increasing revenue and decreases costs. According to Kuhn and Galloway (2015), media technology can provide an amazing opportunity for artisans to extend the effects of art. Artisans can be able to showcase their artworks online using media technology. Therefore, media technologies can have tremendous effects on art designs. Kera (2011) argued that in 20thcentury effects of media technology in arts became rapid and intense. Digital media is making art design sophisticated helping artisans develop features that are able to meet the needs of customers.

5 ARTISANS 2.2Justification This research will help artisans in accessing markets for their artworks. For example, through the use of media technology, the artisans can be in a position to reach the market in art galleries and other customers who are interested in their artworks. As a result, the artisans can be in a position to realize improvement in performance by accessing new markets. Also, it will be possible to maintain and sustain the local culture through the artworks. According to Kera (2011) through the use of media technologies, artisans will be in a position to come up with innovative designs that are in line with the needs of the market. For example, artisans can make use of social media platforms like Facebook to engage customers in the development process of their artworks.

As a result, the artisans can be in a position to increase their profitability by offering relevant artworks and making them known by many people online.

2.3Problem and Objective Tree Most artisans are experiencing problems in making good money because they are unable to access many buyers. In the third world countries, artisans are unaware of the use of the internet in accessing the market for their artworks. As a result, many artisans are failing to maximize the use of their art skills due to the decline in the market for the local artworks hence making it possible to lose important culture. The failure to access reliable market can be associated with the lack of information among the artisans concerning the role played by media technology in the process of marketing their products (Zoran, et al., 2014). Considering the increased use of the internet among people, it is crucial for artisans to utilize media in marketing their artworks. For example, artisans can make use of social media to post their artworks for the customers to view and make purchasing decisions.

6 ARTISANS Exhibit 1.0 Problem Tree

7 ARTISANS Exhibit 2.0 Objective Tree

8 ARTISANS 3.Market analysis 3.1PESTEL Analysis

Political factors

Economic

Social factors

factors -population

Technological

Environmental

Legal factors

factors

factors

-Technological

-

-Consumer

-Government policies

-inflation rates

such as state

affect the prices growth rate is

changes are

Environmental

protection laws

regulations aimed at

of materials

high in the

affecting the

policies like

are controlling

controlling artisans.

used in

market hence

level of

sound

the pricing

Artisans are expected

production.

increasing the

innovations.

pollution are

strategy

to adhere to the set

High inflation

demand. The

-New

affecting the

embraced.

government policies.

rates are

products of

technologies are

work of

-Consumers are

-Taxations policies

affecting the

the artisans

making it

artisans.

being protected

that include taxing the

production

are likely to

possible for

-Artisans are

from price

materials used by

costs.

find ready

artisans to design expected to

exploitations

artisans.

-disposable

market for

innovative

work towards

arising because

income of the

their products. features.

minimizing

of artisans

targeted

-Artisans are

pollution as

pricing their

customers.

expected to

they carry out

products highly.

Targeted

align the

their daily

customers have

culture of the

activities

high

targeted

purchasing

customers

9 ARTISANS power.

with the products.

3.2 Market segmentation The market is segmented based on the income of the targeted customers. The major market will include third world countries. The artisans in Pakistan, India, Afghanistan, and Egypt will be able to market their artworks in the third world countries using internet. It is through internet that the artisans will be able to access third world market hence preserving their culture. According to Wedel, and Kamakura (2012), market segmentation makes it easy for entrepreneurs to price their products. Artisans can segment the market based on the level of income with the aim of ensuring that products are priced using a strategy that can assist in enhancing demand.

3.3 Target market Our target market will include countries like Pakistan, India, Afghanistan, and Egypt. The artisans in these countries are not able to access internet hence the project will help in publishing their work. As a result, the work of the artisans in these countries will be able to thrive and be successful because of accessing customers. The targeted customers are the working population who have money to spend. The working population is able to buy the products of the artisans. The targeted population have flow of income that can help in ensuring there is demand for the products.

3.4 Segment strategy The segment strategy used is dividing market based on geographical region. The geographical regions will include third world countries where artisans from Pakistan, India, Afghanistan, and Egypt will be able to access customers. This entails dividing market based on regions. Market segmentation based on region helps in making it easy to meet the needs of the targeted customers.

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3.5Market needs The market needs innovative products that can meet their needs. The customers are now looking for the products with innovative and creative features. As a result, businesses operating in the market need to consider the taste of the customers in the process of developing products.

3.6Market trends Technological advancements are taking important part in the market. The preferences and taste of the customers are being aligned with the new technologies. As a result, the businesses operating in the market need to embrace the digital technologies to remain relevant in the industry.

3.7Market growth The informal sector especially in Pakistan, India, Afghanistan, and Egypt is experiencing market expansion. Rothaermel (2013) argued that market growth can be measured using the changes in demand and market players. In this case, the demand has increased as customers are now embracing innovative products of the artisans.

3.8Key customers The key customers are the middle-aged people who are employed in the third world countries.

This is because the middle-aged people are starting families hence forming important market for the products of artisans. Also, the middle-aged people have taste for innovative products offered in the market.

3.9Future markets The future market in the third world countries is likely to be dominated by innovative products.

This is because businesses are embracing new technologies in order to remain relevant in the market. The businesses that fail to embrace the new technologies are likely to become irrelevant in the market hence unable to offer the needed services and products.

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3.10Competition The level of competition in the market is high as many firms are entering the market. A business needs to differentiate its products from those of the rivals in order to survive. According to Rothaermel (2013), a differentiation strategy can assist in making the products unique hence eliminating possibility of close substitutes.

3.11 Competitors and alternatives The major competitors include big cartel, ART-FIRE and ETSY. Considering the fact that there are many competitors in the market, many alternatives are available. As a result, businesses need to embrace the new technologies in order to make their products unique. According to Melville, Kraemer, and Gurbaxani (2004), new technologies are important in helping organizations develop products with innovative features.

3.12 Product advantages The product has great advantages in the market because of the unique features. The product advantages can be related to the fact that customers in the market are looking for products that are of high quality and affordable.

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ARTISANS 4.Product 4.1Competitive Analysis Worksheet FACTOR

DM

Big Cartel ART-FIRE ETSY

Importance to Customer

Products

S

S

S

S

1

Price

S

S

S

S

1

Quality

S

S

S

S

2

Selection

S

W

W

W

4

Service

S

S

S

S

1

Reliability

S

W

W

W

5

Stability

W

W

W

W

4

Expertise

S

S

S

S

2

Company Reputation S

S

S

S

2

Location

S

S

S

S

2

Appearance

S

W

W

W

3

Sales Method

S

S

S

S

4

Credit Policies

W

W

W

W

2

Advertising

S

S

S

S

1

Image

S

S

S

S

2

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4.2Products & Services DM is a business aimed at helping artisans in the third world where artisans does not know how to access to the internet tofind customers for their products. The services offered are important in helping artisans to access market for their artworks. For example, artisans can make use of media technologies to reach customers in different parts of the world. This can entail the use of social media in marketing the artworks in regions that they cannot access. As a result, artisans can easily experience improvement in sales volume because of the expansion of customer base.

4.3Company’s products and/or services The services offered by DM involve helping artisans use media technologies in accessing large customer base. The business provides information to artisans concerning the best ways of increasing productivity using media technologies. For example, artisans are advised on how to use Facebook in accessing customers. Partnering with the artisans makes it easy to understand their abilities to utilize Facebook in advertising their products. Also, Connect them with big buyers such as: Hotels and big events in the cities.

1. The problem the product or service solves The services can solve the problem of low sales volume associated with lack of customers. Artisans are not able to access many customers who can assist in improving sales. As a result, many artisans are not able to make their products known in the market. The unique features of the business include making it possible for artisans to make their products known globally. The services of DM are crucial in making artisans increase their profitability because customer awareness will be increased.

2. Any proprietary features that give you a competitive advantage The appropriate features that give us competitive advantages include being able to come up with

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ARTISANS

innovative ideas in marketing products of artisans in the third world.DM has introduced innovative services that no other business has thought of before in the market. As a result, the business can meet the needs of the artisans better than the competitors. DM has patent pending because it is planning to ensure its intellectual properties are protected. However, DM does not have license for the services, but plans are there to have the services fully licensed.

3. How you will price your product or service The pricing strategy embraced by DM is competitive in nature. The services offered by the business will be cost effective based on the retail value charged by competitors. The services offered DM are fitting into competitive landscape by making sure that the market rates are competitive. The business charges prices that are slightly lower than those of the competitors with the aim of increasing the demand. Competitive pricing will help in attracting customers by making the business be perceived as pocket friendly in the market. The project profit margin is around 15 percent.

4.4Product description Business name

DM

Product/service idea

The service idea entails looking for best ways of offering solutions to the problems facing artisans in artisans in the third world. This involves helping the artisans market their products in the third world countries online.

Special benefits

Artisans inthe third world will be able to access many customers in the other countries. The sales volume of the products of the artisans is likely to increase as new customers are be found online.

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ARTISANS Unique features

Marketing the products of the artisans online provides unique advertising techniques that many artisans inthird world have not thought before. As a result, the unique features of the marketing approach used in marking the artworks in the third world countries can help in increasing profitability level.

Limits and liabilities

The limits can include the fact that many artisans are not able to use internet. Many of the artisans inthird world are unable to use media technologies hence they need help.

Production and

The delivery of services will be done online using media

delivery

technologies. Social media platforms like Facebook are the major ways of delivering the services.

Suppliers

The business will work with the suppliers to make sure that the set objectives are achieved.

Product/service

The services offered by DM are aimed at making it possible

description

for artisans inthird world able to market their products globally. For example, the artisans through the use of digital technologies they will be able to access many customers in the third world countries.

ARTISANS 4.5Consumer Journey

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4.6Features The uniqueness of a product or services can set it apart from the competition. Features can communicate the capability of a product or service. But features are only valuable if customers see those particular features as valuable. You want product or services with features which customers perceive as valuable benefits.

DM features include: 

To buy and sell original artwork



Find creative opportunities



Learn more about the business of art



Showcase one’s artful career via online art gallery



Expression of love for art and design It is our honor to provide maximum features in our services rendered.

4.7Branding A brand is important because it is the first thing a customer sees and most likely to remember.

Having a memorable brand in the form of a logo is conducive in the business world.

DM branding includes:



Branding by thinking – business planning essentials



Branding by imagery – company logo



Branding by user experience – service rendered



Branding by self-expression – DM Branding is important because not only is it what makes a memorable impression on consumers, but it allows the customers and clients to know what to expect from the company as well. There are many areas that are used to develop a brand including advertising, customer services,

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promotional merchandise, reputation and logo to name a few.

4.8Logo The business name is DM. We chose the name of the prospective business as DM. The company’s name is based on the actual initials of its founder and co-founder. In this case, D stands for Doaa and M stands for Michele.

DM’s creative color scheme sensual green and tranquil orange was chosen to entice the consumer with a natural earth tone to ensure simplicity to our customers. Choosing these colors reminds the customers that are our services are easy to use and hassle free.

Artisans 4.9The Website Figure 1: showing the website.

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Artisans 5.Strategic plan

Innovative strategic plans will be developed to help in making sure that market needs are met and achieve economic sustainability. The business will consider diversity issues in the market. The sustainability of the business will entail engaging the key stakeholders in the process of formulating strategies that are in line with the cultural values of the customers. According to De Mooij (2018), engaging customers in the product development process play an important role in making sure that the expectations of the clients can be considered. For example, the customers who are among the key stakeholders will be engaged in the process of making sure that relevant products are offered.

5.1Marketing & sales strategy The distribution channels of the business will entail embracing digital technologies to reach customers in different locations globally. According to Dwivedi, Kapoor, and Chen (2015), online stores play a crucial role in increasing the customer base for a business. Online marketing is the primary marketing strategy that will be used. For example, the business will launch a website aimed at marketing the products and services offered. This will entail collaborating with big companies that can offer marketing support. Besides, will be created to help customers in accessing information concerning products and services. The use of online marketing will make it easy for customers to access the products marketed. The customers will be in a position to enquire about the products of the artisans and get immediate feedback online.

5.2Advertising Plan The business will embrace social media platforms in advertising products and services offered.

The artisans will have the opportunity to take pictures of their products and upload them online for the customers to see. For example, Facebook will be the major social media platform that will be

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used in advertising the products. This is because many people are using Facebook globally hence that will make it easy to access potential customers (Dwivedi, Kapoor, and Chen, 2015). The website created will also provide an opportunity for the business to post advertisements. Referrals will be possible as customers who have previously bought the products will be able to share their experiences online.

The business brand will be projected as of high quality and concerned with the needs of customers in the market. This will be possible through using innovative design elements and in line with the needs of the targeted customers. For example, the logo will be unique and communicating the values and commitment of the business to meet the needs of the customers. As a result, the business brand will be supported by making customers perceive the organizational goals as customerfocused. I expect the company to spend around $1000 on marketing and advertising activities.

5.3Monetizing & Financial Plan (ROI) Monetization and Financial Planning Overview Financial management and efficient planning are important in determining the sustainability and the mission of a business. A company can know its organizational performance, financial results, and trends by using its financial statements. Conducting a ratio analysis through ratio calculation is vital. This is a useful tool of management because these are critical indicators of monetization strengths and weaknesses and thus the basis of the overall situation analysis.

Having a monetary plan is the task of determining how a business will afford to achieve its strategic goals and objectives. Usually, a company creates a financial plan immediately after the vision and behavior have been set. Moreover, it describes each of the activities, resources, equipment, and materials that are needed to achieve these objectives, as well as the timeframes involved.

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*Below, in the next diagram, is shown an overview of our financial plan annually.

This graph shows the estimated annual increase in sales over a period of time.

Figures are shown percentage

5.4Price setting Marketing managers often influence the price setting process for goods and services that they help promote, although the price level of a product is typically set based on its production and distribution costs, as well as the value of the product perceived by targeted consumers.

Important parts of price setting include: 

Selecting the pricing objective



Determining the demand



Estimating costs



Analyzing competitor’s costs, prices, and offers



Selecting a pricing method



Selecting the final price

Artisans DM online subscription service:

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Artisans 6.Mentoring & Sustainability

At DM Enterprise Inc., a dedicated mogul business for Artisan's consumer interests, we are compassionate about what we do and inspired by the increasing efforts of technology performance results, globally to achieve mass developments. Furthermore, we believe that sustainability and inclusion relating to the things we have at hand, go a long way toward fulfilling our purpose of building a better working technological experience, even on the other side of the world.

Having a sustainability target focus makes positive contributions to Artisans all over, including the public by sparking interests of all niches utilizing important roles across technological business models and through communities.

An important part of our DM analysis conducted research, sways heavy on conducive technological field research and lies in demonstrating that the DM brand in business can be an important part of the solution by driving sustainable and inclusive economic growth, to which everyone can contribute, not only Artisans, and from which everyone can benefit from a business, client, and consumer aspect.

So, we’re using our sustainability and inclusion analysis to create positive change across the Artisan's business world in a number of ways: 6.1Sustainability 1.) Amplifying our social impact through a new technology responsibility platform 2.) Building trust through more transparent corporate reporting 3.) Supporting Artisan entrepreneurs: who are significant users of social and economic impact 4.) Contributing responsibly across the DM organization To further amplify the DM impact, we emphasize bringing a greater focus, scale and cohesion to our efforts by better aligning them with the technology resources knowledge, skills and experience

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of our people. We will launch a new global web platform initiative on demand.

6.2Inclusion 1.) Working with impact entrepreneurs to help scale businesses that purposefully and successfully target progress toward a common goal.

2.) Helping young people to develop the mindsets and transferable skills they need most to find and sustain meaningful Art work in this transformative age DM impacts entrepreneurs to build Artisan businesses that tackle the causes and symptoms of social ethics and empower people to change their lives thru technology use. These enterprises create an outsized impact on the lives and sustain livelihoods of people in their communities by inclusion & accelerating creation of quality jobs via DM's web reform; providing avenues for Artisan's and other underrepresented groups to actively participate in the economy; advancing equitable access to vital goods and services; and/or by innovating products and services that help protect and restore the environment.

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Artisans 6.3Logical framework

Goal

Description

Indicators

Means of verification

Assumptions

Increase sales volume by 15 percent

indicators will be increased demand for the artworks of the artisans increased profitability the competences of the artisans in the African market

comparing with the other artisans who do not embrace internet marketing one-year change in profitability levels market research to determine the perception of the customers

artisans will understand online marketing strategies

increased interest and use of social media as marketing tool

interviewing the artisans to determine their feelings towards the marketing of their artworks

interest of Africans to embrace foreign culture

Outcomes Improve the sales volume Outputs 90% increase in profitability for the artisans Activities

Create social media platforms for marketing the artworks of artisans

changes in technology Africans might not be interested in other cultures

Impact of Risk

6.4 Risk Assessment Matrix

Quality

Login

Injures

Medium

High

Low

Medium

Low

High

Medium

Medium

Low

Probability of Risk

Artisans 6.5KPI’s

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Artisans 7.Recommendations

The use of new technology can be a seamlessly integrated and effortlessly adopted by Artisans worldwide as long as strategic implantation, careful preparations, and deliberate evaluations occur during this process. In fact, here are the recommendations to produce high quality results to get the most out of our new technology innovative web platform: 1. Start from the most basic level- when evaluating new technology ideas, we recommended to start from the ground up. With this one can understand what’s not working, what can be expected to change with newly implemented technology, and how its success will be measured. Opting for systems that are intuitive and accessible to use.

2. Productive Support- since we have chosen a technical web platform to integrate for explicit Artisan use, I recommend making sure there is a complete support system for mitigating any difficulties in the transition is in place. Opting for software and programs that have easily accessible digital help centers are advised. With this, ensuring that all parties are properly trained and comfortable with the newly introduced technology system is critical before the launch date.

3. Avoid Impulsive and Hasty behavior- because this is a technological field project it is imperative to keep a clear focus and not let the pressure and need to boost productivity allow us to handle implementation with poor judgement. We recommend having a well put together prototype and vast knowledge of the pilot program primarily to make it easier for team commitment future investors to latch on.

4. Maintain Momentum- To avoid having a strong initial campaign and later a weak collapse, we recommend having a key personnel team member in charge of overseeing the process from start to finish to ensure the technology web platform’s ultimate success. In addition, ongoing monitoring is vital even after the initial phase 1 is over.

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Regardless, no matter what technology a person chooses to drive progress and efficiency for the company, these steps will set the stage for a successful transition and implementation.

8. Conclusion The work of artisans is highly affected by media technology. The artisans who are able to realize the role played by media technologies are likely to enhance their performance in the market.

For example, artisans can make use of media technology in the process of making their products well known in the market. Artisans are currently facing market problems hence making it impossible for them to realize high returns. For example, artisans from India, Pakistan, Egypt and Afghanistan are not able to access enough market for their artworks locally. As a result, the artisans need to embrace media technologies in order to make sure that they access a large number of customers. For example, the artisans can make use of social media platforms like Facebook in order to access consumers in different regions. Media technologies are making it possible for the artisans to market their products online. The artisans from India, Pakistan, Egypt and Afghanistan post the photos of their artworks online making it possible for different customers to view. The customers can then communicate with the artisans and arrange on how they can make purchases.

Therefore, this research can change lives of the artisans through making them access a large market for their artworks.

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Artisans 9. Appendix Problem Tree

Artisans Exhibit 2.0 Objective Tree

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Artisans Consumer Journey

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Artisans DM’s Logo

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Artisans The Website

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Artisans

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Artisans DM online subscription service:

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Artisans KPI’s

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Artisans References

Kera, D. (2011). Entrepreneurs, squatters and low-tech artisans: DIYbio and Hackerspace models of citizen science between EU, Asia and USA. In 17th International Symposium on Electronic Art (ISEA2011), Istanbul, Turkey. Retrieved from http://isea2011. sabanciuniv. edu/paper/entrepreneurs-squatters-and-low-tech-artisans-diybio-and-hackerspace-model

s-

citizen-science-be.

Kuhn, K. M., & Galloway, T. L. (2015). With a little help from my competitors: Peer networking among artisan entrepreneurs. Entrepreneurship Theory and Practice, 39(3), 571-600.

Liu, Q., Diao, L., Tu, G., & Lu, L. (2011). The application of digital media technology in art design. In Advances in Multimedia, Software Engineering and Computing Vol. 1 (pp. 453-457). Springer, Berlin, Heidelberg.

Zoran, A., Shilkrot, R., Nanyakkara, S., & Paradiso, J. (2014). The hybrid artisans: A case study in smart tools. ACM Transactions on Computer-Human Interaction (TOCHI), 21(3), 15.

Melville, N., Kraemer, K., &Gurbaxani, V. (2004). Information technology and organizational performance: An integrative model of IT business value. MIS quarterly, 28(2), 283-322.

Rothaermel, F. T. (2013). Strategic management: concepts. New York, NY: McGraw-Hill Irwin.

Wedel, M., & Kamakura, W. A. (2012). Market segmentation: Conceptual and methodological foundations (Vol. 8). Springer Science & Business Media.

De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.

Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289-309.

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