Marta Massi & Jon Mulholland 
Artisan Brand [PDF ebook] 
Entrepreneurship and Marketing in Contemporary Craft Economies

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.