The perspective of artisan vendors' resilience, dedication to product authenticity, and the role of marketing and community: 21st century

IF 0.7 Q4 BUSINESS Arts and the Market Pub Date : 2021-09-28 DOI:10.1108/aam-12-2020-0055
Doreen E. Sams, M. Rickard, Arun Sadasivan
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Abstract

PurposeThis study creates new knowledge that addresses issues significant enough to warrant intellectual engagement. It fills a gap in the academic and practitioner literature by examining a profitable yet understudied cottage industry (artisan vendors). It examines marketing concepts that influence dedication to authentic craftsmanship and artisans' willingness to continue in the industry.Design/methodology/approachThis study examines historical evidence and connects it with subjective and interpretive analyses from 29 in-depth interviews of today's US artisan vendors to identify sustainable marketing best practices for the industry.FindingsResearchers uncovered factors behind artisan vendors' willingness to stay committed to their craft and remain in the industry. From the findings of this study, marketing best practices (branding, brand communities and product adaptation while remaining authentic to their craft) were identified as tools for resilience and remaining a viable competitor in the marketplace.Originality/valueHistorically, artisan vendors have been engaging in marketing practices before terms defined their activities. Thus, this study is original in that it contributes to the academic literature by first conducting an analysis of the history of an understudied cottage industry (artisan vendors) starting in the Mesopotamian Era. The key marketing factors discovered in the historical study contributing to the resilience of this industry were then used to conceptualize a qualitative study of the highly profitable US artisan vendor industry.
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工匠供应商的韧性、对产品真实性的执着以及营销和社区的作用:21世纪
目的:这项研究创造了新的知识,解决了足够重要的问题,以保证智力参与。它通过研究一个有利可图但研究不足的家庭手工业(工匠小贩),填补了学术和实践文献的空白。它考察了影响对正宗工艺的奉献和工匠在行业中继续发展的意愿的营销概念。设计/方法/方法本研究考察了历史证据,并将其与对当今美国工匠供应商的29次深度访谈的主观和解释性分析联系起来,以确定该行业的可持续营销最佳实践。研究人员发现了工匠供应商愿意继续致力于他们的手艺并留在这个行业背后的因素。从这项研究的结果来看,营销最佳实践(品牌、品牌社区和产品适应,同时保持对其工艺的真实性)被确定为恢复力和保持市场上可行的竞争对手的工具。从历史上看,工匠供应商在术语定义他们的活动之前就已经从事营销活动了。因此,这项研究是原创的,因为它通过首次对美索不达米亚时代开始的一个未被充分研究的家庭手工业(工匠小贩)的历史进行分析,为学术文献做出了贡献。在历史研究中发现的关键营销因素有助于该行业的弹性,然后用于概念化对高利润的美国工匠供应商行业的定性研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
1.60
自引率
28.60%
发文量
13
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