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OverviewInvestigating 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. Full Product DetailsAuthor: Jon Mulholland , Alessandra Ricci , Marta MassiPublisher: Edward Elgar Publishing Ltd Imprint: Edward Elgar Publishing Ltd ISBN: 9781839106125ISBN 10: 1839106123 Pages: 264 Publication Date: 07 October 2022 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsContents: 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 230Reviews‘In this excellent book, the editors have mustered a diverse collection of scholars and practitioners to examine both long-running and cutting-edge trends in the production and promotion of craft and artisanal products. Necessarily international, interdisciplinary and richly evidenced with intriguing case studies, the collection makes an important and timely contribution to understanding how notions of skill, passion and authenticity are central to the aesthetics, morals and economics of the craft and artisan sectors.’ -- Thomas Thurnell-Read, Loughborough University, UK ‘With rich case studies and empirical analysis by multidisciplinary scholars and practicing artisans, The Artisan Brand offers unparalleled insight into contemporary artisan entrepreneurship. Each chapter invites readers into the “why” and “how” of the current cultural and market renaissance of artisan goods, while revealing future possibilities for artisanship itself.’ -- Kristy Leissle, University of Washington Bothell, US and Cocoapreneurship Institute of Ghana ‘The Artisan Brand guides us through a fascinating journey of discovery about the complex challenges artisans and craft firms face in a twenty-first century marketplace flooded with products and services often branded as “artisanal”. The contributors to this book use theory, research, and case studies to rigorously examine how innovation and tradition are combining to transform the artisan economy.’ -- William J. Byrnes, Professor Emeritus of Arts Administration, Southern Utah University, US ‘The Artisan Brand: Entrepreneurship and Marketing in Contemporary Craft Economies will resonate with anyone interested in appealing to consumers seeking enchantment or authenticity via the artisanal, crafted, handmade, or skilled production of goods and services that celebrate provenance, diversity, localism, and makers. For researchers, this is a powerful volume that expands one’s perspective, which is exactly what a book on the craft brand should do!’ -- Michael Beverland, University of Sussex Business School, UK 'In this excellent book, the editors have mustered a diverse collection of scholars and practitioners to examine both long-running and cutting-edge trends in the production and promotion of craft and artisanal products. Necessarily international, interdisciplinary and richly evidenced with intriguing case studies, the collection makes an important and timely contribution to understanding how notions of skill, passion and authenticity are central to the aesthetics, morals and economics of the craft and artisan sectors.' -- Thomas Thurnell-Read, Loughborough University, UK 'With rich case studies and empirical analysis by multidisciplinary scholars and practicing artisans, The Artisan Brand offers unparalleled insight into contemporary artisan entrepreneurship. Each chapter invites readers into the why and how of the current cultural and market renaissance of artisan goods, while revealing future possibilities for artisanship itself.' -- Kristy Leissle, University of Washington Bothell, US and Cocoapreneurship Institute of Ghana 'The Artisan Brand guides us through a fascinating journey of discovery about the complex challenges artisans and craft firms face in a twenty-first century marketplace flooded with products and services often branded as artisanal . The contributors to this book use theory, research, and case studies to rigorously examine how innovation and tradition are combining to transform the artisan economy.' -- William J. Byrnes, Professor Emeritus of Arts Administration, Southern Utah University, US 'The Artisan Brand: Entrepreneurship and Marketing in Contemporary Craft Economies will resonate with anyone interested in appealing to consumers seeking enchantment or authenticity via the artisanal, crafted, handmade, or skilled production of goods and services that celebrate provenance, diversity, localism, and makers. For researchers, this is a powerful volume that expands one's perspective, which is exactly what a book on the craft brand should do!' -- Michael Beverland, University of Sussex Business School, UK Author InformationEdited 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 Tab Content 6Author Website:Countries AvailableAll regions |
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