New business models for craft: the case of Artemest

The changing role of the digital, through the evolution of mobile technologies, is reflected in the increasing use of digital platforms and devices for e-commerce purposes. As a consequence, the way in both business-to-business (B2B) and business-to-consumer (B2C) activities are conducted in many sectors has been completely modified. This chapter examines how digital tools can lead to traditional businesses turbulence by changing the way that crafts pieces are consumed in the contemporary market. In particular, it considers the opportunities that the dialogue with technological innovation brings to the craft sector, which is fueled by continuous renewal. The analysis continues by introducing the potential of digital tools, in particular arguing that the use of digital platforms makes it possible to create ecosystems in which actors collaborate and compete with each other. Through the 'Artemest' case study, the chapter will discuss the crucial phase that Artisanal is facing due to the digital transformation and how it could transform its niche activities into profitable economic innovations by developing valuable partnerships.