The Artisan Brand : Entrepreneurship and Marketing in Contemporary Craft Economies (New Horizons in Marketing series)

Mulholland, Jon (EDT)/ Ricci, Alessandra (EDT)/ Massi, Marta (EDT)

Edward Elgar Publishing Ltd（2022/10発売）

• 製本 Hardcover:ハードカバー版／ページ数 264 p.
• 言語 ENG
• 商品コード 9781839106125
• DDC分類 658.8

Full Description

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.

Contents

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