The Artisan Brand

Entrepreneurship and Marketing in Contemporary Craft Economies

Jon Mulholland, Alessandra Ricci, Marta Massi (Herausgeber)

Buch | Hardcover

264 Seiten

2022
Edward Elgar Publishing Ltd (Verlag)
978-1-83910-612-5 (ISBN)

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Investigating the changing forms, dynamics and trajectories of the artisan and craft sector, this timely book considers the opportunities, challenges, and uncertainties associated with artisanal businesses in new economic times.

Exploring how artisanal and craft products remain vibrant embodiments of tradition, heritage, authenticity and creativity, the book explores how these qualities are being harnessed and transformed to enable artisanal businesses to exploit the opportunities presented by technological innovation and evolving consumption patterns for their future viability and vitality. Revolutionary advancement in digital technologies offer ‘game-changing’ possibilities for artisanship and craft, across a spectrum ranging from production practices to e-commerce. But such technological advancements also present challenges to how artisanship sustains its important ‘traditional’ associations, and how it builds on its relationship with the ethical, the sustainable and the local. Featuring an international range of case studies, chapters exemplify how artisanal organisations can revitalise their business models, using innovative branding and marketing strategies, and entrepreneurship, to utilise the best of both the past and the future.

This cutting-edge book will prove invaluable to students and scholars of marketing, business studies and sociology who are interested in contemporary innovation in artisanship and craft. With practical advice from industry experts, it also serves as a useful resource for practitioners and stakeholders within the artisanal and craft sector who might be concerned with the impact of digitalisation on the field.

Edited by Jon Mulholland, Associate Professor, University of the West of England, UK, Alessandra Ricci, Post Doctoral research fellow, Department of Business, Law, Economics and Consumer Behavior, IULM University, Milan, Italy and Marta Massi, Assistant Professor, Athabasca University, Canada

Contents:

Foreword by François Colbert xiii
Acknowledgements xv
1 Introduction to The Artisan Brand 1
Jon Mulholland, Marta Massi and Alessandra Ricci

PART I UNDERSTANDING CRAFT AND ARTISANAL
MARKETS
2 Understanding of the concept of ‘craft’ from the
perspective of Italian consumers 14
Alessandra Ricci and Marta Massi
3 The UK market for craft: a review of Crafts Council evidence 26
Julia Bennett
4 Social embedding, artisanal markets and cultural fields:
quality, value and marketing in the cases of new wave
custom motorcycles and boutique guitar pedals 42
Jon Mulholland and Peter Webb

PART II FROM TRADITION TO INNOVATION:
TRENDS AND ISSUES IN ARTISANAL AND
CRAFT MAKING
5 Neo-artisanal practice and the nostalgic: traditional
makers’ identities, innovation and sustainability in
neo-artisanal production 63
Laura Quinn
6 Innovation in craft: creating new value through art 81
Giacomo Magnani and Laura Bresolin
7 The innovative logics of digital manufacturing: the case
study of 3DiTALY 102
Daniela Corsaro and Mirko Olivieri

PART III ENTREPRENEURSHIP AND BUSINESS
MODELS IN CRAFT AND ARTISANAL MARKETS
8 Entrepreneurs in action? Motivations for crafting a career
in handmade goods 120
Victoria R. Bell
9 New business models for craft: the case of Artemest 136
Chiara Piancatelli and Alessandra Ricci

PART IV MARKETING IN CRAFT AND ARTISANAL MARKETS
10 The new rise of artisanship in Kenya: evidence from
artisan entrepreneurs 157
Alisa Sydow and Isabella Maggioni
11 Slow production, less consumption: righteous approaches
to the paradox of craft businesses 177
Richard E. Ocejo
12 The resurgence of craft retailing: marketing and branding
strategies in the food and beverage sector 193
Alessandro Gerosa
13 Innovating through craft: from happenstance to strategic culture 209
Ginevra Addis
Afterword by Maurizio Dallocchio 226
Afterword by Franco Cologni 228

Index 230

Erscheinungsdatum	05.10.2022
Reihe/Serie	New Horizons in Marketing series
Verlagsort	Cheltenham
Sprache	englisch
Maße	156 x 234 mm
Themenwelt	Wirtschaft ► Allgemeines / Lexika
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Volkswirtschaftslehre ► Mikroökonomie
ISBN-10	1-83910-612-3 / 1839106123
ISBN-13	978-1-83910-612-5 / 9781839106125
Zustand	Neuware