Riassunto analitico
The aim of this work is to talk about the evolution from traditional artisans (those who only use their hands) to Makers (those artisans who also use new digital instruments and technologies such as 3D Printers, Laser Cutters, PC Programs etc. to make their products). In 2005, this evolution gave birth to the Maker Movement. The first part of this work is mainly focused on the most relevant characteristics of this Movement, either in Italy or worldwide. Afterwards, the second part of this thesis focuses on two important elements that Makers have to take into account when launching their businesses: Customization and Digital Storytelling. As it would be read, Customization and Value Co-Creation are fundamental to help Makers to easier launch their products on a market where the Empowered Customer has gained even more power. For what concerns Digital Storytelling, this works aims at underlying the fact that traditional communication is no more successful and that Makers should better “tell their stories” rather than simply showing their products. Related to this topic, I have tried to describe what are the best approaches that Makers could use to create an effective Digital Storytelling Strategy, especially on Instagram, the most important social network for the Maker Movement. Finally, the third and last part of this work is a more practical section in which I have tried to describe Italian Makers and their situation in terms of Customization and Digital Storytelling, distinguishing those who are leading to those who seem lacking behind. This part is based on some interviews I made to 23 Makers in May 2017. To conclude this section, I have deeply analyzed a new emerging Maker brand, Valiko-Reused Emotions. For this brand I have tried to develop a strategy and a possible Business Model that it could use in the future; moreover, after analyzing its situation in terms of Customization and Digital Storytelling, I have elaborated some managerial suggestions that this Maker brand could use to launch the business and enter the marker in an easier way.
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