Now it is time to discuss the identified theses, which I would like to throw into the room now. The question is still: Why do many cultural businesses shy away from Web 2.0?Web 2.0 is seen as an adjunct in the marketing mix and not as a substitute or supplement.Many institutions do not see the potential in a long-term strategy, but only in the application of short projects. But again the effort is too big for them.
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