Artisan Brand

Contents:

Foreword by Francois 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

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• Vendas e marketing
• Economia comportamental

Craft; Artisanship; Marketing; Brand; Entrepreneurship; Business Models