Table of 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

About the Author

Edited 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

Reviews

‘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*