Abstract
In the last decades, the advent of digital technologies such as the 3D printing impacted the craft firm's business, and the merge between tradition and modernity gave rise to innovative manufacturing logics. By means of qualitative research, the aim of this chapter is to investigate business directions taken by Italian companies in manufacturing context and to understand the role of the 3D printing in these companies. To achieve this research objective, we conducted a case study analysis of 3DiTALY, an Italian company operating in 3D printing business. Our findings provide original insights regarding the digital production, which has reversed the economic logic of traditional manufacturing. 3D printing is a cultural revolution stands in antithesis to a hyper-specialized society where people only perform the activities for which they have expertise. Digital fabrication has shortened the supply chain and reduced related costs by allowing people to independently produce what they need.
| Original language | English |
|---|---|
| Title of host publication | Marketing and Entrepreneurship of the ‘artisanal’. Craft Branding and ‘Washing’ in the Contemporary Era |
| Editors | M., Ricci, A., & Mulholland, J. Massi |
| Pages | 102-119 |
| Number of pages | 18 |
| Publication status | Published - 2022 |
Keywords
- digital marketing