Abstract
The paper aims to analyse and discuss the usage of simulated and virtual environment for the start up of fashion Small and Medium Enterprises (SMEs) considering the case of ETNI, KK Personal Robe (KK) and New Fashion Perspectives (NFP) created in Second Life (SL) by the Simulation Laboratory of Bologna University – Forlì Faculty of Economics. In recent years the Enterprise Simulation models and Virtual Worlds (VWs) such as SL had an increasing diffusion in public and private organizations, mainly in SMEs’ start up phase, in which the visibility of products and services plays a central role. The approach WYSIWYG (What You see is what You get) mostly used in informatics assumed in the fashion sector a managerial relevance when the enterprise moves its first step with the purpose of consolidating its business promoting not only the products but also the production processes simulating the real handcraft environment. The Author, who participated to the still in progress experimentations, compares these three experiences by focusing on material assets, information and human resources identified as the key factors for the innovation in an enterprise.
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Notes
- 1.
Survey realized on 2nd September 2010 at 4.00 p.m.
- 2.
SL has its own economy and a currency Linden Dollars (L$) which is exchangeable for US dollars or other currencies on market-based currency exchanges.
- 3.
- 4.
- 5.
The catalogue is composed by: ETNI outfit1,2,3,4; Melody outfit; Skirt and bag. The sales from the creation of the store amounted to 19. This data refers to the sales realized by NFP Atelier in the period March 2009 – December 2009.
- 6.
Project “Collaboration between Italian and Albanian SMEs for the creation and development of entrepreneurship in Albania” – Italian Ministry of Foreign Affair.
- 7.
The experience was directed in Albania by Prof. M. Bianchi as teacher/tutor and in Forlì Laboratory by the Author with Professor of enterprise simulation in Forlì Faculty of Economics D. Gualdi.
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Tampieri, L. (2011). Second Life and Enterprise Simulation in SMEs’ Start Up of Fashion Sector: The Cases ETNI, KK Personal Robe and NFP. In: D'Atri, A., Ferrara, M., George, J., Spagnoletti, P. (eds) Information Technology and Innovation Trends in Organizations. Physica-Verlag HD. https://doi.org/10.1007/978-3-7908-2632-6_59
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