Annotated bibliography assignment


1. Zhou, X. (2022, December). Analysis of Lego Storytelling Marketing Strategy and Bilateral
Relationship Business Model. In 2022 4th International Conference on Economic Management and
Cultural Industry (ICEMCI 2022) (pp. 2006-2018). Atlantis Press.


Zhou, X. (2022) investigate the Lego storytelling marketing strategy and bilateral relationship
business model indicating that Lego's approach to marketing and business is effective in driving
customer engagement and loyalty. The author highlights the strengths of Lego's storytelling
approach, including its ability to create characters and narratives around its products, and its
effectiveness in engaging customers. The author also notes the benefits of Lego's bilateral
relationship model, such as cost savings, risk management, and innovation. This article does not
discuss the potential weaknesses or limitations of Lego's approach. Additionally, while the
findings are informative for companies in the toy industry and beyond, the article does not provide
practical recommendations for implementing a similar approach. In conclusion, the article is useful
for understanding Lego's approach to marketing and business, and its potential implications for
other companies. However, it may be more valuable as a starting point for further research and
exploration rather than a comprehensive guide.


2.Galetto, M., & Peroncini, S. (2018). European University Market for 3D Printing and Business Plan
of an Additive Manufacturing Laboratory.

Galetto and Peroncini (2018) focus on the European university market for 3D printing and provide a
business plan for establishing an additive manufacturing laboratory. The authors analyse the
current market and identify potential opportunities for a university-based 3D printing lab. They
also discuss the potential benefits of such a lab, including providing access to advanced equipment
and fostering collaboration with industry partners. The strengths of the article include its
thorough analysis of the European university market for 3D printing and the detailed business plan
for establishing a lab.

However, the article's weaknesses include a lack of discussion on potential challenges and
limitations of establishing and operating a 3D printing lab, as well as a focus exclusively on the
European market.


The article is useful for universities considering establishing a 3D printing lab, providing
valuable insights into the potential benefits and requirements.


3.Jain, P., & Aggarwal, K. (2020). Transforming marketing with artificial
intelligence. International Research Journal of Engineering and Technology, 7(7), 3964-3976.

Jain and Aggarwal (2020) explore the use of artificial intelligence (AI) in transforming marketing.
The authors discuss the potential benefits of using AI in marketing, such as improving customer
targeting and personalization, enhancing customer experience, and increasing marketing
effectiveness. The main findings suggest that AI can help marketers to better understand customer
behaviour and preferences through data analysis, enabling them to create more effective and
personalized marketing campaigns. The authors also highlight the importance of ethical
considerations in using AI for marketing, such as ensuring transparency and fairness in
decision-making processes. The strengths of the article include its comprehensive analysis of the
potential benefits of AI in marketing, as well as its discussion of ethical considerations.

The authors focus primarily on the potential benefits for businesses and do not provide insights
into the potential impact on consumers which can be considered a weakness of their study. Further
research is needed to address potential challenges and explore the potential impact on consumers.