Digital Transformation of Marketing Channels in Handicraft Industry of Oman

Abstract

Handicraft is any country pride and craft makers represent any country's culture by displaying their products in the local market and abroad. Handicraftmen having huge artisian skill but lack of marketing techniques hinders their goal of reaching national and international markets. This paper aims to study the barricades and issues of Omani caraftmen in marketing their products and proposed a novel model by digital trnaformation of marketing channels to solve their marketing short commings.