Strategic positioning and communication of high-tech innovations – the diffusion of 3D technology in the GLAM sectorPetraš, Špela (Avtor) Golob, Urša (Mentor) Silva Santos, Pedro Carlos da (Komentor) strategic positioningstrategic communicationcrossing the chasm3D technologyGLAMCrossing the chasm is a critical challenge for all high-tech innovations. This thesis examines the strategic positioning and communication of 3D technology within the GLAM sector, aiming to bridge the gap between early market adopters and the early majority. Using qualitative methods, content analysis of 3D technology providers’ communication methods, and interviews with renowned GLAM institutions from Europe and the US, the study provides valuable insights into the current state of 3D technology adoption in the GLAM sector. Our research indicates that the adoption of 3D technologies in the GLAM sector is currently driven by innovators and early adopters. Key findings highlight opportunities and challenges faced by institutions, their needs, plans, and strategies, providing the basis for effective positioning and communication strategies tailored to the needs of each adopter segment. 3D technology companies must move beyond highlighting technical features and instead align their communication and positioning strategies with the core missions of GLAM institutions, such as preservation, education, and audience engagement, while addressing practical concerns like accuracy, usability, cost, integration, and standardization. Building trust through training, support, partnerships, and endorsements from respected institutions is crucial for crossing the "chasm" and encouraging broader implementation across the sector.Š. Petraš20252025-07-04 10:59:18Magistrsko delo/naloga170396sl