The artisan brand : entrepreneurship and marketing in contemporary craft economies / edited by Jon Mulholland, Alessandra Ricci, Marta Massi.

Format:

Book

Contributor:

Edward Elgar Publishing, publisher.

Massi, Marta, 1980- editor.

Ricci, Alessandra, editor.

Mulholland, Jon, editor.

Series:

New Horizons in Marketing

Language:

English

Subjects (All):

Artisans.

Marketing.

Handicraft--Economic aspects.

Handicraft.

Physical Description:

1 online resource (261 pages)

Place of Publication:

London, England ; Northampton, Massachusetts : Edward Elgar Publishing, [2022]

Summary:

"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"-- Provided by publisher.

Contents:

Front Matter

Copyright

Contents

Figures

Tables

Contributors

Foreword by François Colbert

Acknowledgements

1. Introduction to The Artisan Brand

PART I Understanding craft and artisanal markets

2. Understanding of the concept of 'craft' from the perspective of Italian consumers

3. The UK market for craft: a review of Crafts Council evidence

4. Social embedding, artisanal markets and cultural fields: quality, value and marketing in the cases of new wave custom motorcycles and boutique guitar pedals

PART II From tradition to innovation: trends and issuesin artisanal and craft making

5. Neo-artisanal practice and thenostalgic: traditional makers'identities, innovation andsustainability in neo-artisanal production

6. Innovation in craft: creating new value through art

7. The innovative logics of digital manufacturing: the case study of 3DiTALY

PART III Entrepreneurship and business models in craftand artisanal markets

8. Entrepreneurs in action? Motivationsfor crafting a career in handmade goods

9. New business models for craft: the case of Artemest

PART IV Marketing in craft and artisanal markets

10. The new rise of artisanship in Kenya:evidence from artisan entrepreneurs

11. Slow production, less consumption: righteous approaches to the paradox of craft businesses

12. The resurgence of craft retailing: marketing and branding strategies in the food and beverage sector

13. Innovating through craft: from happenstance to strategic culture

Afterword by Maurizio Dallocchio

Afterword by Franco Cologni

Index.

Notes:

Includes bibliographical references.

Description based on print version record.

Other Format:

Print version: Mulholland, Jon The Artisan Brand

ISBN:

1-83910-613-1