The Artisan Brand: Entrepreneurship and Marketing in Contemporary Craft

Dr. Jon Mulholland

A book launch, offering an opportunity to listen to, and talk with, the contributing authors. Authors range from academics to makers

ONLINE B﻿OOK LAUNCHEvent Link - https://ca.bbcollab.com/guest/6dae05a8e1a0414eba36ecccbf3dbd41<h2>The Artisan Brand: Entrepreneurship and Marketing in Contemporary Craft Economies</h2>New Horizons in Marketing seriesEdited 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, ItalyMarta Massi, Assistant Professor, Trent University, Canada‘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 cra_ and artisan sectors.’ Thomas Thurnell-Read, Loughborough University, UK‘With rich case studies and empirical analysis by multidisciplinary scholars and practicing artisans, The Artisan Brand offers unparalleled insight into contemporary artisan entrepreneurship. Each chapter invites readers into the “why” and “how” of the current cultural and market renaissance of artisan goods, while revealing future possibilities for artisanship itself.’ – Kristy Leissle, University of Washington Bothell, US and Cocoapreneurship Institute of Ghana‘The Artisan Brand guides us through a fascinating journey of discovery about the complex challenges artisans and craft_ firms face in a twenty-first century marketplace flooded with products and services often branded as “artisanal”. The contributors to this book use theory, research, and case studies to rigorously examine how innovation and tradition are combining to transform the artisan economy.’ – William J. Byrnes, Professor Emeritus of Arts Administration, Southern Utah University, US‘The Artisan Brand: Entrepreneurship and Marketing in Contemporary Craft Economies will resonate with anyone interested in appealing to consumers seeking enchantment or authenticity via the artisanal, crafted, handmade, or skilled production of goods and services that celebrate provenance, diversity, localism, and makers. For researchers, this is a powerful volume that expands one’s perspective, which is exactly what a book on the craft brand should do! – Michael Beverland, University of Sussex Business School, UKEVENT SCHEDULE16.00-16.20: Welcome and Introduction to the ‘Artisan Brand’– Jon Mulholland 16.20-17.30: PARALLEL SESSIONSSESSION 1: Understanding Craft and Artisanal Markets16.20-16.40 - Understanding of the Concept of ‘Craft’ - From the Perspective of Consumers - Alessandra Ricci16.40-17.00 - The UK Market for Craft: A Review of Crafts Council Evidence - Julia Bennett17.00-17.20 - 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 Webb17.20-17.30 – Session Q and ASESSION 2- From Tradition to Innovation: Trends and Issues in Artisanal and Craft Making16.20-16.40 - Neo-Artisanal Practice and the Nostalgic: Traditional Makers’ Identities, Innovation and Sustainability in Neo-Artisanal Production - Laura Quinn16.40-17.00 - Innovation in Craft: Creating New Value Through Art- Giacomo Magnani and Laura Bresolin17.00-17.20 - The Innovative Logics of the Digital Manufacturing: The Case Study of 3DiTALY - Daniela Corsaro and Mirko Olivieri17.20-17.30 – Session Q and ASESSION 3 - MARKETING IN CRAFT AND ARTISANAL MARKETS16.20-16.40 - Slow Production, Less Consumption: Righteous Approaches to the Paradox of Craft Businesses - Richard E. Ocejo16.40-17.00 - The Resurgence of Craft Retailing: Marketing and Branding Strategies in the Food and Beverage Sector - Alessandro Gerosa17.00-17.20 - Innovating Through Craft – From Happenstance to Strategic Culture - Ginevra Addis17.20-17.30 – Session Q and A17.30-17.50 – Whole Group Wrap Up Q and AEvent Link - https://ca.bbcollab.com/guest/6dae05a8e1a0414eba36ecccbf3dbd41

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