ONLINE DISTRIBUTION CHANNELS OF BULGARIAN WOOD CRAFTS AND ARTWORK MICRO ENTERPRISES
Ivanova, M. and Slavova, G. (2020). Online distribution channels of Bulgarian wood crafts and artwork micro enterprises. Proceedings of WoodEMA 2020, International Scientific conference “Sustainability of forest-based industries in the global economy”, Vinkovci, Croatia, 28-30 September 2020 (pp. 10
7 Pages Posted:
Date Written: October 1, 2020
Nowadays the global information systems have proliferated in almost all businesses and industries, offering new opportunities for connection, communication and distribution. Forestry and wood-related sectors also align with this worldwide trend. However, micro-enterprises, dealing with wood crafts and production of wooden artwork might find it difficult to distribute their products and to reach the potential customers. Which online channels are the most popular for those products? Which online channels are the most efficient to reach the relevant target customers? Are there any particular online platforms specialized in specific products of wood crafts and artwork? The answers of the above questions would significantly assist the micro-producers of wooden toys, woodcarving, jewellery, souvenirs, wooden frames and any other wooden pieces of art, to improve their distribution strategy.
This paper aims to explore the variety of online distribution channels used by the Bulgarian micro enterprises (MEs) specialized in wooden crafts and artwork. The research steps on secondary data, collected from the Bulgarian MEs digital presence and summarized in a comparison table. The analysis sheds light to what extent Bulgarian MEs utilize the distribution opportunities of their own websites, of any specialized online platforms and regular online retailer shops. In addition, the study provides further insights for the emerging challenges and ideas, and finally sets recommendations for improvement.
Keywords: micro enterprise, wood art, wood products, Bulgaria, online distribution
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