Impact of e-commerce upon strategy in the Art industry
             In partial fulfillment of the requirements for the
             Morné Bowers - Alewyn Brönn - Arno Döckel - Clement Mamathuba -
             Mthwalo Mthwalo - Mike Robinson - Roderick Wolfenden
             2 Analysis of the industry before the impact of e-commerce 2
             2.2 Factors shaping the industry now 2
             2.3 Who are the different players? 5
             Startup artist: low end of the market 8
             Established artist: high end of the market 9
             3 Analysis of the industry after the impact of e-commerce 10
             3.1 Industry and Business Redefinition 10
             3.2 Alternative Strategies for the artist 15
             3.3 Critical success factors & profitability 19
             4.1 A single scenario for the artist 21
             4.2 A player in the industry: Dylan Lewis 22
             "The arts uplift our vision of mankind's higher capabilities and finer sensibilities. They provide incomparable opportunities to experience the divine and sublime" - Philip Kotler, 1980(Mokwa (Ed.), 1980).
             In art, the biggest problem is to define the product that the industry sells. We certainly can't assume that the product on offer is only the music, dance, painting, or sculpture. The personality of the artist also influences the decision to buy into the experience, or not to. Other features also have a huge impact on the decision to buy art and include, the place where the core product is offered, the people present, the integrity of the agent and more (Reiss, 1979).
             Consider some forms of Internet art where an opportunity to engage with the artist through the work, by means of interacting with the website, is provided. Here art is not so much a product as it is a process or experience. But, it is part of the art experience nonetheless.
             So how does the Internet affect the art industry? This report will investigate the impact of e-commerce upon strategy in the art industry, from the perspective of the artist in the visual fine art category, which includes painti...