Artisan Brand

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

• Contents:Foreword by François Colbert xiiiAcknowledgements xv1 Introduction to The Artisan Brand 1Jon Mulholland, Marta Massi and Alessandra RicciPART I UNDERSTANDING CRAFT AND ARTISANALMARKETS2 Understanding of the concept of ‘craft’ from theperspective of Italian consumers 14Alessandra Ricci and Marta Massi3 The UK market for craft: a review of Crafts Council evidence 26Julia Bennett4 Social embedding, artisanal markets and cultural fields:quality, value and marketing in the cases of new wavecustom motorcycles and boutique guitar pedals 42Jon Mulholland and Peter WebbPART II FROM TRADITION TO INNOVATION:TRENDS AND ISSUES IN ARTISANAL ANDCRAFT MAKING5 Neo-artisanal practice and the nostalgic: traditionalmakers’ identities, innovation and sustainability inneo-artisanal production 63Laura Quinn6 Innovation in craft: creating new value through art 81Giacomo Magnani and Laura Bresolin7 The innovative logics of digital manufacturing: the casestudy of 3DiTALY 102Daniela Corsaro and Mirko OlivieriPART III ENTREPRENEURSHIP AND BUSINESSMODELS IN CRAFT AND ARTISANAL MARKETS8 Entrepreneurs in action? Motivations for crafting a careerin handmade goods 120Victoria R. Bell9 New business models for craft: the case of Artemest 136Chiara Piancatelli and Alessandra RicciPART IV MARKETING IN CRAFT AND ARTISANAL MARKETS10 The new rise of artisanship in Kenya: evidence fromartisan entrepreneurs 157Alisa Sydow and Isabella Maggioni11 Slow production, less consumption: righteous approachesto the paradox of craft businesses 177Richard E. Ocejo12 The resurgence of craft retailing: marketing and brandingstrategies in the food and beverage sector 193Alessandro Gerosa13 Innovating through craft: from happenstance to strategic culture 209Ginevra AddisAfterword by Maurizio Dallocchio 226Afterword by Franco Cologni 228Index 230

‘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.’