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

• Foreword by françois colbert -- acknowledgements -- 1. Introduction to the artisan brand / 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 / Alessandra Ricci and Marta Massi 3. The UK market for craft: a review of Crafts Council evidence / 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 / 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 / Laura Quinn 6. Innovation in craft: creating new value through art / Giacomo Magnani and Laura Bresolin 7. The innovative logics of digital manufacturing: the case study of 3.DiTALY / 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 / Victoria R. Bell -- 9. New business models for craft: The case of artemest / 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 / Alisa Sydow and Isabella Maggioni -- 11. Slow production, less consumption: Righteous approaches to the paradox of craft businesses / Richard E. Ocejo -- 12. The resurgence of craft retailing: Marketing and branding strategies in the food and beverage sector / Alessandro Gerosa -- 13. Innovating through craft: From happenstance to strategic culture / Ginevra Addis -- Afterword by maurizio dallocchio -- Afterword by franco cologni -- Index. 

• 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 

Ämnesord

Marknadsföring  (sao)

Kulturindustri  (sao)

Marketing  (LCSH)

Handicraft industries  (LCSH)

Industrial arts  (LCSH)

Cultural industries  (LCSH)

Handicraft  -- Economic aspects (LCSH)

Hantverk  -- ekonomiska aspekter (sao)

Konsthantverkare  -- ekonomiska aspekter (sao)

Marketing  (LCSH)

Cultural industries  (LCSH)

Klassifikation

658.8 (DDC)

Qbl (kssb/8 (machine generated))