Strategic positioning and communication of high-tech innovations – the diffusion of 3D technology in the GLAM sector : magistrsko delo

Petraš, Špela (author), Golob, Urša (mentor), Silva Santos, Pedro Carlos da (comentor)

Crossing 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.

• Language: English
• Keywords: strategic positioning, strategic communication, crossing the chasm, 3D technology, GLAM
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: Š. Petraš
• Year: 2025
• Number of pages: 1 spletni vir (1 datoteka PDF (110 str.))
• PID: 20.500.12556/RUL-170396
• UDC: 658.8:001.895(043.2)
• COBISS.SI-ID: 244477699
• Publication date in RUL: 04.07.2025

Secondary language

• Language: Slovenian
• Title: Strateško pozicioniranje in komuniciranje visokotehnoloških inovacij – difuzija 3D tehnologij v GLAM sektorju

Abstract

Prehod čez »vrzel« med zgodnjimi uporabniki in zgodnjo večino predstavlja ključni izziv za vse visokotehnološke inovacije. Magistrsko delo preučuje strateško pozicioniranje in komuniciranje 3D tehnologij v GLAM sektorju, s ciljem premostiti to vrzel. Z uporabo kvalitativnih metod, vsebinske analize komunikacijskih metod ponudnikov 3D tehnologije ter intervjujev z uglednimi GLAM institucijami iz Evrope in ZDA, študija ponuja bogat vpogled v trenutno stanje sprejemanja 3D tehnologij v GLAM sektorju. Naša raziskava kaže, da uporabo 3D tehnologij v GLAM sektorju trenutno spodbujajo inovatorji in zgodnji uporabniki. Ključne ugotovitve poudarjajo priložnosti in izzive, s katerimi se soočajo institucije, njihove potrebe, načrte in strategije, kar predstavlja osnovo za učinkovite strategije pozicioniranja in komuniciranja, prilagojene potrebam posameznim segmentom uporabnikov. Podjetja, ki ponujajo 3D tehnologijo, morajo preseči zgolj poudarjanje tehničnih značilnosti ter uskladiti svoje strategije komuniciranja in pozicioniranja s temeljnimi poslanstvi institucij GLAM, kot so ohranjanje kulturne dediščine, izobraževanje in vključevanje uporabnikov, hkrati pa nasloviti praktična vprašanja, kot so natančnost, uporabnost, stroški, integracija in standardizacija. Gradnja zaupanja preko izobraževanja, podpore, partnerstev ter priporočil uglednih institucij je ključno za prečkanje »vrzeli« pri sprejemanju tehnologij in spodbujanje širše implementacije v sektorju.

• Keywords: strateško pozcioniranje, strateško komuniciranje, prehod čez »vrzel«, 3D tehnologije, GLAM