ngs, sculpture and commercial art. We will also highlight the key role of some of the intermediaries.
             In this context we will present a strategic analysis of the art industry before e-commerce, followed by an analysis of the industry after e-commerce and provide a window into the future of what the industry will look like and the particular strategy of an artist in the industry. Our emphasis is really to see if the Internet can be utilised as an effective marketing tool and distribution channel, rather than concentrate on e-commerce alone.
             2 Analysis of the industry before the impact of e-commerce
             The art industry is a fairly unusual industry because any form of commercialisation, marketing, or promotion must be done with the utmost care. Artists are expected to practice art for the love of it and not for commercial gain. The commercial side of the industry is trusted to auctions and galleries. We will define the role of these organisations, particularly the galleries as agents acting on behalf of artists.
             >From the artists' viewpoint, one of the few parts of the industry where more commercialisation is better, is in the movie production industry. Lavish amounts are spent on advertising, promotional items, and curios. Movies, and the artists acting in them, often develop cult followings with fanatical fans making this one of the most successful sections of the industry. Agents, who actively go out and promote their clients, manage and represent the artist within the industry. The question is whether other sections of the art industry can, or will, follow the same trend. Part of the industry where more commercialisation is better, is the commercial prints industry where companies such as Verkerke sell low-end, highly commercialised, or black-and-white prints. This industry focus's on the product, rather than the artist per se.
             2.2 Factors shaping the industry now
             Bargaining power of the buyer: To talk of the bargaining...