Zaze is a collection of four major art galleries in the UK. After a very successful decade of physical presence, Zaze opened a fifth, digital gallery. Zazes founding mission remains since Day 1 - to promote the publics enjoyment and understanding of British art and twentieth-century and contemporary art. Digital Zaze Victoria Mate, appointed by the top management, was the visionary Head of Transformation at Zaze. She decided to focus on the digital medium. She aimed to use new technologies to improve the performance of the existing galleries. In 1998, Zaze launched its first website, which was designed like an online brochure for their galleries. From that time, Zaze steadily improved the website by adding multimedia elements or a graphical representation of every physical object of the galleries. The digital department anticipated the opportunities of Web 2.0 and with it, the potential of two-way communication via social media. However, their main task was to create a user-centered website. The dynamic characteristics of the internet and the improved website enabled Zaze to design individualized digital experiences for customers. To gather more information about the customers needs, Zaze included them in the creation process. Gallery visitors took part in a contest to design the perfect virtual gallery. Their feedback was crucial to creating detailedelements of the new digital experience. One outcome of the co-creation process was the development of the mobile application TrackART that enabled the interactive experience of the exhibitions. Zaze used augmented reality technologies in combination with the concept of gamification. The application of such technology in a gallery setting was highly innovative at the time. As a side effect, by using mobile devices, Zaze could generate much more user data than surveys distributed by mail or at the end of the gallery visit. Even with all these digital technologies in place, Zazes management never forgot that the employees are also one factor of success. They are aware that the team diversity and diversity of the visitors are the driver for innovative output! Digitality becomes a necessity in art galleries Another prominent player in the UK is the Coni Gallery. Coni has only one physical gallery. Their goal was to introduce interactive elements into the gallery by using Industry 4.0 technologies To this point, Coni is only active on the UK market. Conis management has a weak international background; its product has a long lifecycle, and Coni operates in a niche market. If the management team decides to internationalize, they require high resource investments. Still, Conis CEO introduced plans to open a foreign subsidiary in the future with a similar business as in their existing gallery. END OF CASE Case Question 1 Is the digital transformation of Zaze in line with the approach of Porter or Mintzberg? Explain your decision in your own words. (2 Points) Case Question 2 Describe the right internationalization strategy for Coni. Use concepts from the lecture and the tutorial to describe and explain your decision in your own words. (4 Points) Case Question 3 - Explain in your own words the differences between a closed innovation model and an open innovation model. Which model did Zaze follow for TrackART? What are the potential disadvantages of the model for Zaze? (4 Points)