Crochet microentrepreneurs and technology: A collective case study

Artisan entrepreneurship has been increasing in developed economies in the past decade. In order for artisan enterprises to thrive, these businesses would benefit from using technology to access global marketplaces, add value to their consumers and market beyond their local area. Unless operating as a collective, most artisan entrepreneurs manage microbusinesses with ten or fewer employees. Microbusiness owners face challenges to adopting technology including limited financial resources, lack of technological expertise and owner’s attitudes about technology. Extant research has not examined why and how artisan entrepreneurs introduce technology into their businesses. Crochet is an artisanal craft that can only be produced by hand without requiring any contemporary technological solutions. This collective case study explored how five women crochet artisan microentrepreneurs navigated the process of introducing new technologies into their businesses. Findings indicate that crochet artisan microentrepreneurs have diverse income sources, which are enabled by technology adoption. The communitarian nature of the artisan entrepreneur ‘ecosystem’ provides a supportive environment that facilitates the process of identifying, selecting and learning new technologies. Cost and perceived lack of self-efficacy are significant obstacles to technology adoption for crochet artisan microentrepreneurs. This study adds to the existing research on artisan entrepreneurship by exploring technology adoption in this context and sharing the perceived benefits and challenges experienced with other artisan microentrepreneurs.