The Artisan Brand: Entrepreneurship and Marketing in Contemporary Craft Economies

Description

Investigating the changing forms, dynamics and trajectories of the artisan and craft sector, this timely book considers the opportunities, challenges, and uncertainties associated with artisanal businesses in new economic times.

Programme

Introduction

16:00-16:20 - Welcome and Introduction to the 'Artisan Brand'– Jon Mulholland

16:20-17:30 - Parallel sessions

Session one: Understanding Craft and Artisanal Markets

16:20-16:40 - Understanding of the Concept of 'Craft' - From the Perspective of Consumers - Alessandra Ricci

16:40-17:00 - The UK Market for Craft: A Review of Crafts Council Evidence - Julia Bennett

17:00-17:20 - Social Embedding, Artisanal Markets and Cultural Fields: Quality, Value and Marketing in the Cases of New Wave Custom Motorcycles and Boutique Guitar Pedals - Jon Mulholland and Pete Webb

17:20-17:30 – Session Q and A.

Session two: From Tradition to Innovation: Trends and Issues in Artisanal and Craft Making

16:20-16:40 - Neo-Artisanal Practice and the Nostalgic: Traditional Makers' Identities, Innovation and Sustainability in Neo-Artisanal Production - Laura Quinn

16:40-17:00 - Innovation in Craft: Creating New Value Through Art- Giacomo Magnani and Laura Bresolin

17:00-17:20 - The Innovative Logics of the Digital Manufacturing: The Case Study of 3DiTALY - Daniela Corsaro and Mirko Olivieri

17:20-17:30 – Session Q and A.

Session three: Marketing in Craft and Artisanal Markets

16:20-16:40 - Slow Production, Less Consumption: Righteous Approaches to the Paradox of Craft Businesses - Richard E. Ocejo

16:40-17:00 - The Resurgence of Craft Retailing: Marketing and Branding Strategies in the Food and Beverage Sector - Alessandro Gerosa

17:00-17:20 - Innovating Through Craft – From Happenstance to Strategic Culture - Ginevra Addis

17:20-17:30 – Session Q and A

17:30-17:50 – Whole Group Wrap Up Q and A.