Percorrer por autor "Hofer, Victoria Elisabeth"
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- Changing the art landscape : how new business models impact traditional markets examined in the case of balthasartPublication . Hofer, Victoria Elisabeth; Xavier, RuteThe art market and its participants build an own elite entity with restricted access and high entry barriers. While art being a cultural good that not only reflects the human momentum but also documents our evolution expressing our inner, most fragile life, it asks to be seen and contributed to by all. To make this possible, start-ups entered the market trying to change common practices and promote inclusive behavior. In this thesis the business model of balthasart, an online platform for artists, gets examined to show how new businesses can contribute to an enriched cultural understanding and access. Through a qualitative research approach, deeper insights in the market actor’s perception are gathered. Those findings are enriched with secondary data from balthasart’s company data and a critical review of the art market. The results show an urgent need for new offers in the market. This need not necessarily threatens traditional players in the first place but opens a new market with access for people of every social class and origin. If executed right, this presents a great opportunity for first movers and can lead to a strong market position. New platforms can improve with an enhanced experience for collectors by introducing curation, personal selection and assistance. For artists, there has to be an arc from the digital to the real world by offering offline exhibition opportunities.