传统手工艺小微企业Z公司（35年运营史裁缝店）的运营转型研究

本文聚焦传统手工艺的现代转化问题，以苏绣、竹编等江苏地区代表性传统手工艺为研究对象，运用案例分析、比较研究与田野调查法，从地域文化传承与当代市场需求双重视角，探究传统手工艺在材料创新、技艺融合及产品形态重构方面的可行路径。研究发现，传统手工艺的现代转化需兼顾文化本真性与时代适应性，通过“传统技艺+现代设计”“地域符号+跨界融合”等模式实现可持续发展。

传统手工艺符号承载着深厚的文化基因，其文创转化是传统文化当代活化的关键路径，但当前面临创新不足、文化传递浅表化等困境。在生成式AI技术爆发的背景下，AI为手工艺符号的文创创新提供了技术赋能新范式。本文基于符号学、设计学理论，采用文献研究法、案例分析法与对比研究法，系统分析AI赋能传统手工艺符号文创的技术特征与发展现状，重点探讨其在创作效率、符号转译、产业生态等方面对传统手工艺文创行业的冲击与重塑，揭示当前行业面临的技术适配错位、文化表达浅表化、版权伦理模糊等核心问题，并从技术优化、符号深耕、人才转型、生态构建四个维度，提出传统手工艺符号文创从形式复刻走向文化深耕的创新路径。研究认为，AI并非替代传统手工艺传承的工具，而是推动其文创实现“技术精准化、文化内核化、产业生态化”的重要引擎，未来核心竞争力将聚焦于“AI技术工具化+文化符号深度化+创意个性化”的融合创新，为传统文化数字化传承提供新方向与实践参考。

旅游产品开发是非物质文化遗产市场开拓的一种重要方式,但目前非遗旅游产品市场存在诸多问题.非遗传统手工艺旅游开发更是陷入了一种旅游购物单一开发模式的困境.以苏绣为例,基于结构方程模型的构建,从游客感知的视角实证研究影响非遗传统手工艺旅游产品开发的系统机理.研究发现:① 遗产吸引力感知,市场问题感知和展示内容偏好对旅游者的遗产保护态度有显著正向影响.② 展示内容偏好,展示方式偏好对旅游者的旅游产品开发态度有显著正向影响.③ 旅游者对遗产保护的态度越强烈,其支持旅游产品开发的态度越明显.④ 旅游者对旅游产品开发的支持度越高,其对参与遗产旅游的支付意愿越高.⑤ "对旅游产品开发态度"是"对遗产保护态度"和"对遗产旅游的支付意愿"两者之间的完全中介变量.

自2016年蘑菇街自建直播电商小程序以来，近些年直播电商高速发展，已经成为传统销售商 and 品牌商的一个重要销售渠道，并渗透到了各行各业。相对传统电商而言，直播电商具有实时互动性、社交购物属性、粉丝经济性以及内容与电商双向导流等特点，也给企业带来了缩短供应链、订单处理规模经济性等显著优势。抖音和快手等直播电商平台、主播/达人、MCN机构、品牌商（包括生产商、批发商、零售商等）、消费者以及政府部门等构成了一个错综复杂的基于竞争与合作关系的直播电商生态系统。该生态系统滋生了很多新的商业模式（如达人播/店播、代购/代售/产地直播、直播拍卖/盲盒直播/户外直播等）以及新的供应链结构，也给相关企业带来了很多新的管理挑战（如吸粉与粉丝变现、主播和品牌商的竞合关系、高退货率等）。本文将在梳理直播电商不同于传统电商管理挑战的基础上，总结已有的直播电商相关研究，重点分析直播电商值得从运营和供应链管理视角关注的潜在研究问题与研究方向。

As a vital carrier of human cultural diversity, intangible cultural heritage (ICH) faces significant challenges regarding its preservation and inheritance in contemporary society. Against the backdrop of a rapidly evolving digital economy, leveraging digital platforms to promote the market-oriented operation of ICH has emerged as a crucial pathway for achieving its living transmission and sustainable development. Grounded in cultural capital theory, sustainable development theory, and platform economy theory, this paper systematically analyzes the specific pathways through which ICH can achieve commercialization via digital platforms. These pathways primarily manifest in three core operational models: transaction platform models, customized service models, and video-based teaching models. The study finds that digital platforms can effectively expand the market reach of ICH products, stimulate consumer demand, and reshape the ecosystem of inheritance. However, this process also confronts profound challenges, including the dilution of cultural authenticity, tendencies towards excessive commercialization, the exacerbation of inequality in inheritance due to the digital divide, and the lack of robust intellectual property protection. This paper argues that the commercialization of ICH and its cultural preservation are not inherently contradictory. The key lies in establishing a tripartite framework for sustainable development, guided by "cultural value leadership, market mechanism drive, and institutional system safeguards." Accordingly, the paper proposes several policy recommendations, such as establishing an assessment mechanism for cultural authenticity, improving the governance system of digital platforms, fostering multi-stakeholder collaboration, and advancing innovations in the intellectual property system for ICH. These recommendations aim to provide theoretical references and practical guidance for the preservation, transmission, and development of ICH in the digital era.

This chapter examines how micro, small, and medium enterprises (MSMEs) in developing countries adapt to digital transformation to drive innovation and international expansion. Theoretically, the chapter draws on Daniel Isenberg’s Entrepreneurial Ecosystem Framework, highlighting the interactions between human capital, policy, finance, markets, support, and culture. We conducted a case study at the Tailor Store, a Sri Lankan-origin and Swedish-based SME, gathering data through in-depth interviews with the founder, personal reflections, online customer reviews, and secondary sources. The findings suggest that the company’s success was built on early digital integration and proactive investment in both human capital and technology. The Tailor Store’s proactive strategy enabled the company to access international markets and remain competitive through bespoke, made-to-measure, and e-commerce tailoring solutions. Challenges did not hinder Tailor Store’s vision; instead, they became integral to its identity, fostering resilience and providing a competitive advantage. More than a business achievement, the case represents a compelling story of MSMEs’ digital transformation in a resource-constrained environment within a developing country.

… tailor shop in Korea was the Hamada tailor shop, … tailor shop where I worked as a chief tailor with an assistant, and my assistant had a sub-assistant. I successfully entered the tailor shop …

… tailoring education and practice. The paper explores the economic, technical, and educational dimensions of the platform, underscoring its potential to transform how tailoring … tailor shop…

Amid rapid digital transformation and shifting consumption models, the tailoring industry faces a dual challenge: preserving its artisanal essence while adapting to the expectations of an increasingly digital-oriented clientele. This study introduces a methodological framework for designing buyer personas suited to the contemporary artisanal tailoring ecosystem, offering a structured approach to understanding modern consumer behavior within hybrid physical–digital environments. Using a mixed-methods design and Sastrería Jorge Ospina (Caicedonia, Colombia) as a case study, 378 online surveys—117 from current clients and 261 from potential clients—were analyzed using descriptive and inferential statistical techniques (Pearson’s χ2, p < 0.05). Managerial priorities were concurrently assessed using a multi-criteria decision-making model (TOPSIS) with entropy-based weighting. The analysis identified two consumer archetypes: (1) the Classic Segment—mature clients motivated by tradition, loyalty, and reliability, who value tangible elegance and experiential craftsmanship; and (2) the Digital Segment—young consumers driven by aesthetic trends, convenience, and immediacy, who prioritize online interaction and personalized digital consumption. TOPSIS results highlighted older men (Cᵢ = 1.000) and young women (Cᵢ = 0.870) as the most strategically valuable customer groups. These findings redefine the post-digital tailoring consumer as a hybrid entity guided by artisanal value, hyper-personalization, and digital engagement.

Purpose – This paper aims to focus on the interface between a society in transition and the role, practices and culture of businesses herein, a topic that has scarcely been researched so …

… and the new generation of online apparel shopping. The combination of these new services has been … The developments in E-TAILOR can be grouped together in terms of the following …

The tailoring method has a popular view of being a Manuel method, in which clients must attain out to the tailor physically, select the materials for their clothing, provide their measurements, and, in most circumstances, return to the tailor shop to pick it up, consuming more time and more resources. as time progresses the provision of services has modernized, and even preference of service provision of customers has also modernized as well, customers of recent would prefer to employ mobile services that can easily reach them rather than Manuel conventional service deliveries. in this recent society, the majority would prefer a service that is automated to the point they put little or no effort into acquiring these serviced thus the goal of this project, the project is aims to automate the tailoring management services which is manually maintained. After the automation this will mean better services, data security, quick search, and also paperless environment. The project’s major goal is to automate these services in such a way that tailors will have more work opportunities. Every user of the system will have to log into the system using username and password so that security and authentication will be ensured. After logging in, a consumer can place an order, monitor the status of their outfit, and even provide feedback. This system would aid both tailors and customers as it improves effectiveness and efficiency, this system also help in realizing the vision 2030 where the Nigerian government wants its people to be digitally informed and automate all government bodies and ministries, thereby embracing Electronic Governing.

… The manual tailoring industry will be transformed into a fully automated one thanks to this … and Designers Association-CTDA (2012) At Gabbler, we observe a trend among tailor shop …

… digitization of handicraft management in Malaysia. The study also uses a case study technique that meets the study's needs, which is to look at the digitization … involved in the handicraft …

… This paper examines how digitalization affected the conventional handicraft markets for the Toraja people by expanding the markets’ accessibility and how these markets struggled with …

The purpose of this research is to examine the impact of various factors of business digitalization, such as digital procurement (DP), digital technology (DT), artificial intelligence (AI), digital social media (DSM), digital marketing and sales administration (DMA), on entrepreneurial growth (EG) in the handmade toy industry. This study also explores the mediating impact of managing the flow of the supply chain (MSC) between DSM and EG and the moderating impact of management with customers (RMC) on EG. In this study, researchers used a field survey method for data collection with a sample of 150 to validate the proposed hypothesis through convenience sampling from young handmade toy business owners from the State of Uttar Pradesh, India. For data analysis, this study used a partial least square (PLS)‐SEM tool to check the validity and reliability of the suggested model. The study findings prove entrepreneurial growth is much more affected by various factors of digitalization, such as DP, AI, DT, and DSM. These factors have a significant impact on entrepreneurial growth. This study investigates young entrepreneurs' (artisans') entrepreneurial leadership in marketing, supply, and production exploration as the role of AI, DT, DSM, and TM has remained unexplored. The results suggest that the top executives should work on identifying and developing various factors that can boost the entrepreneurial growth of the handmade toys industry. This study is unique because no study has been done on the impact of AI, DSM, and DT on the Indian handmade toys industry. This study used the Dynamic Capability Theory (DCT), resource‐based view (RBV) and extended the digital capability perspective.

… role of digitalization in the business of traditional handicrafts by … in the digitalization of traditional handicrafts by reviewing … government for the digitalization of traditional handicrafts. This …

Research methodology The case study is based on field data including semi-structured interviews with the main protagonist and related stakeholders of Karan Handicraft, a leather craft artisan enterprise. After informed consent, the interviews with the craft artisan entrepreneurs of Karan Handicraft were conducted, transcribed and analysed verbatim in the respondents’ native language, Kutchi Gujarati. The authors also used archival data given by the company. In addition, secondary data from industry reports and business magazines was used to create the case. Case overview/synopsis The case investigates the impact of digital technologies on the small handicraft artisan entrepreneurs by focusing on a family-run business of a leather craft. It traces the evolution of Karan Handicraft, based in Kutch district of Gujarat, India from the year 2007 to 2023. The third-generation artisan entrepreneur Karan Marvada attempted exploring the new-age social media platforms to showcase the products, modified his product designs to attract a new customer-base and adapted to digital marketing. However, in the wake of the crowding in the handicraft cluster, the central business problem that Karan was grappling with was, if he should scale up his artisanal entrepreneurial stint using electronic commerce (e-commerce) as a medium. Another allied issue is in such a scale-up, should he use e-commerce, i.e. as a medium of communication only or as a medium of both communication and delivery. While the latter may lead to scale, it may raise the challenge of not being able to preserve the traditional values of his ancestral business. Complexity academic level This case involves various issues that arise in entrepreneurship management, such as decisions related to growth strategy (remain small and unique vs become large and mass scale), to maintain a physical presence vs digital presence and the form of digital presence, are dwelt upon. The case is aimed at graduate students in an entrepreneurship or family business course. It could also be taught in other courses that focus on innovation and social entrepreneurship.

… , and electronic payments or digitalization on e-commerce platforms, especially social media sites like Facebook, Tiktok, YouTube, and Zalo. Some business owners have also started …

… in Taraklı district on the importance of digitalization and accessibility. Taraklı district was … that no digitalization and accessibility practices are carried out in terms of handicrafts. While …

ABSTRACT

This research focuses on the factors that barriers and foster (drivers) digital innovation and entrepreneurship amongst small businesses operating in the Handicraft industry after the economic downturn. From the perspective of new Indian craft entrepreneurs, digital and innovative entrepreneurship is crucial to surviving the crisis. It will eventually encourage the development of the handmade goods market and the artisanal reconfiguration as a business. In this study, the qualitative method was used. For the creation of themes, Inductive content analysis (analytical, inductive technique) was used to interview fifty online handicraft business owners who rely on their craft talents for income. After the pandemic, two types of motivation were generated for handmade entrepreneurs. The first motivation was extrinsic, which conditioned the handicraft market, restricted mobility, and upgraded household status for entrepreneurship. The second was intrinsic motivation among the craft entrepreneurs who generated individual and professional skill growth. These two factors encouraged digital craft innovations and entrepreneurial advancement of transitioning handicraft companies to digital platforms. After the interview, respondents explained several hindrances or restrictions, market interruption, and quality internet. Even after that, it resolved as the effect of the pandemic reduced and digital skill training for innovation and entrepreneurship passion increased for developing a robust programme that supports the handicraft new entrepreneurs after the economic calamities. This finding contributes to the area of investigation and contributes to entrepreneurship literature. This study will open the route for making the policy and development of solid strategic plans for the handicraft sector’s new craft entrepreneurs. With the help of innovative and digital entrepreneurs, small-scale or craft industries will boost the Indian economy and give some of the best suggestions for global economies. For developing economies, this study will also empower entrepreneurs to open new dimensions for marketing, supply chain, and exportation and will finally increase the Globalisation of handmade products.

… Digitalization in the handicraft business refers to the use of digital technologies to transform and modernize traditional craft practices (Yadav et al., 2023a, 2023b). It involves the …

Handicraft MSMEs in Belitung Regency face challenges in adopting digital technology, even though their products have high cultural value. This study analyzes the use of e-commerce and social media by MSMEs to market their products and explores support that can increase digital capacity, such as digital literacy training and infrastructure improvements. The methods used include interviews with local handicraft MSME practitioners and a systematic review using PRISMA analysis. The results show that digitalization opens up opportunities to expand markets and increase income, but obstacles such as low digital literacy, limited internet connectivity, and global competition are still significant. Therefore, a strategy is needed that integrates the use of technology with increasing human resource capacity and infrastructure. These findings provide input for stakeholders, entrepreneurs, and policy makers to support the growth of handicraft MSMEs through sustainable and inclusive digital transformation.Keywords: Micro Small and Medium Enterprises; Handicrafts; E-commerce; Social media; Digital innovation. AbstrakUsaha Mikro Kecil dan Menengah (UMKM) kerajinan tangan di Kabupaten Belitung menghadapi tantangan dalam mengadopsi teknologi digital, meskipun produk mereka memiliki nilai budaya tinggi. Penelitian ini menganalisis pemanfaatan e-commerce dan media sosial oleh UMKM untuk memasarkan produk serta mengeksplorasi dukungan yang dapat meningkatkan kapasitas digital, seperti pelatihan literasi digital dan perbaikan infrastruktur. Metode yang digunakan meliputi wawancara dengan pelaku UMKM lokal dan kajian sistematis menggunakan analisis PRISMA. Hasil menunjukkan bahwa digitalisasi membuka peluang memperluas pasar dan meningkatkan pendapatan, namun hambatan seperti rendahnya literasi digital, konektivitas internet yang terbatas, dan persaingan global masih signifikan, sehingga diperlukan strategi yang mengintegrasikan pemanfaatan teknologi dengan peningkatan kapasitas sumber daya manusia dan infrastruktur. Temuan penelitian ini memberikan masukan bagi pemangku kepentingan, pengusaha, dan pembuat kebijakan untuk mendukung pertumbuhan UMKM kerajinan tangan melalui transformasi digital yang berkelanjutan dan inklusif.Kata Kunci: Usaha Mikro Kecil dan Menengah; Kerajinan Tangan; E-commerce; Media Sosial; Inovasi Digital.

Despite the fact that the global handicraft business has enormous growth potential, Sri Lankan handicraft artisans are unable to benefit from it. Though there are numerous state and private actors in Sri Lanka's handicraft ecosystem, a fundamental issue that has led to this predicament is a lack of communication and collaboration among these organizations and stakeholders. More specifically, a lack of communication and collaboration among ecosystem actors impairs the ecosystem's resource flow, resulting in inefficiencies in crucial industry processes. To overcome current inefficiencies and make the craft ecosystem more productive and sustainable, digitalization has been recognized as a major option. This research was carried out with the goal of identifying inefficiencies in the Sri Lankan handicraft industry's supply chain and developing a resource flow model that could be used as the foundation during the process of digitalization of industry processes. Following a thorough study of the literature, data was gathered through interviews and surveys with key stakeholders. These unique data were analyzed to identify interconnections and resource flows, and a model reflecting the handicraft supply chain's information, knowledge, financial, products, and material resource transactions was developed with relevant validation procedures. This resource flow model might serve as the cornerstone for future digital transformation, allowing all actors in the handicraft ecosystem to connect digitally and eliminate inefficiencies through improved communication and collaboration.

The digital transformation of the cultural heritage sector has emerged as a key trend in the era of digital intelligence, presenting both opportunities and challenges for traditional handicrafts. As consumer preferences evolve and markets become increasingly globalised, cultural heritage crafts must adapt to remain relevant while preserving their authenticity. This study examines the role of digital technologies such as digital manufacturing, artificial intelligence, and interactive platforms in shaping the creative process and market potential of cultural heritage handicrafts. Through an in-depth analysis of design elements, innovation concepts, material selection, and user experience, it explores how digital applications influence craftsmanship and industry sustainability. Employing a qualitative research approach that integrates case studies and industry analysis, this study investigates the impact of digital transformation on design methodologies and economic sustainability within the handicraft sector. Findings indicate that digital technologies enhance accessibility, adaptability, and commercial viability, expanding audience engagement and fostering new forms of cultural storytelling. This study offers valuable insights into the sustainable development of traditional handicraft industries in the digital age.

The new background of The Times puts forward new requirements and inspirations for Jiangsu traditional handicraft culture. In the background, gradual decline of traditional handicraft culture was depicted. It is based on the double attributes of visibility and invisibility of visual design, combining Jiangsu traditional handicraft culture inheritance with modern visual aesthetics. It analyzes some representative cases of traditional handicraft cultural brands in China, explores the ways and means of creating traditional handicraft brands in the new era. The inheritance and innovation of traditional handicrafts in Jiangsu need to take advantage of the emerging visual platform, strengthen the visibility of traditional handicraft culture, and enhance the emotional sustenance with the public. By creating brand image, it is demanded to design innovative products and expand new media propaganda to revive local handicraft culture in Jiangsu region. This will play a certain role in promoting the inheritance and international development of traditional handicraft culture in Jiangsu and even the whole country.

… For handicraft businesses in Bandung, many factors such as social media marketing, search … To digitalize or not digitalize: Scaling up dilemma at Karan Handicraft. The CASE Journal, …

… ’s entrepreneurship in handicraft sector in developing countries. Women business owners in … There is also a lack of digitalization applications in the handicraft sector, especially in the …

… 1) How research papers related to e-commerce platform adoption by Micro Enterprise (ME) … to e-commerce platform adoption by MEs defined digital technology, or ecommerce platform …

Small and medium-sized businesses (SMEs) are frequently exposed to a variety of difficulties during global epidemic crises like coronavirus (COVID-19), which may even threaten their lives. The purpose of this study explores the influencing factors of Taiwan’s companies between small and medium-sized enterprises and micro-enterprises on the choice of the cross-border e-commerce platform. The findings are defined as taking into account small and medium-sized businesses and microenterprises when choosing cross-border e-commerce through a literature review and an examination of secondary data among the 10 participating businesses through interviews in various regions and business sectors in Taiwan. In this case we used study-based research, which included five small, medium-sized, and micro-enterprises, as well as five cross-border e-commerce projects and the company’s management senior officers. According to the study’s emphasis on the economic, social, technological, and legal aspects of various firms, these factors lead to a variety of decisions regarding the best cross-border e-commerce platform. The case study approach was utilized in this investigation to confirm the consideration of micro-and small-sized businesses that took part in cross-border e-commerce project counseling. This study summarizes five types of enterprises with different capabilities: product enhancement, marketing enhancement, cross-border potential, knowledge-based enhancement, and cross-border start-up. According to the results, it was found that different enterprise capabilities will affect the choice of cross-border e-commerce platforms. These five capabilities also have different types of consideration factors; among them, SMEs pay attention to marketing, pricing, market analysis, culture, customer service, payment, logistics, certification, taxation, etc. In addition to theoretical implications, this research also gives small and medium enterprises and micro-enterprises practice when choosing cross-border e-commerce platform, as well as suggestions for future research.

This research aims to examine the effect of organizational readiness, external pressure, and perceived benefits on micro, small, and medium enterprises’ e-commerce adoption, and to examine the effect of e-commerce adoption by MSMEs on operating revenue. The sample of this study is MSME owners and managers in Malang city. Data were collected by survey method using convenience sampling technique. The relationship between variables in this study were analyzed using Partial Least Square (PLS) with SmartPLS application. The results of this study indicate that external pressure and perceived benefits influence MSMEs’ e-commerce adoption, while organizational readiness does not influence MSMEs’ e-commerce adoption. In addition, e-commerce adoption increases MSME’s operating revenue.

Using a contextualist, interpretivist research method anchored in a South African rural women's organization, this paper contributes to the discourse on ICT-enabled rural microeconomic development. A conceptual framework, encapsulating rural socioeconomic development, ICTs (e-commerce through a government-sponsored telecentre), and marketing (as a particular business process) is probed using an in-situ participative action research project in cooperation with the organization's management team; and analyzed through Actor-Network Theory. The results reveal key barriers experienced by a rural development organization exploring ICT-enabled migration paths from development (self-help projects) to micro-enterprise. These barriers include the impact of traditional practices on a modern organization; the struggle to align marketing principles with cultural constraints; the conceptual confusion of relating development principles to business practices in a community isolated from regional and national levels of development; the consequences of leapfrogging the phases of institutionalization when implementing ICTs; and the consequences of the transitory mobilization of actors.

For decades entrepreneurial motivations have been related to entrepreneurial behavior, in areas such as investments or formulation of strategies, however, its link with the adoption of e-commerce in microenterprises has not been explored. Likewise, most of the research on e-commerce has been focused on studying small and medium-sized companies. Consequently, this research aims to assess the relationship of motivations of micro-entrepreneurs when developing their businesses, with the barriers they perceive to adopt the Internet, and the types of e-commerce activities they implement in their companies. In addition, demographic variables are analysed in order to facilitate the categorization of these organizations. Logistic regressions and Chi-square statistics are developed, on data published in the Fifth Micro-Entrepreneurship Survey of Chile. The results obtained show that the motivation for entrepreneurship based on family tradition is related to less Internet adoption and uses for e-commerce; also, it is evidenced that necessity and opportunity-based motivations are positively associated with Internet use for relationship purposes with clients and suppliers. This information is considered relevant in practical terms, since it allows strengthening the use of e-commerce in microenterprises, through the implementation of programs to support microentrepreneurs with incident characteristics, under the financing of governmental entities or private companies.

It is anticipated that e-commerce will contribute to achieving the 17th Sustainable Development Goal, which seeks to improve implementation mechanisms and revitalize global partnerships for sustainable development. However, MSMEs still face a digital gap compared to large enterprises, which affects their e-commerce sustainability. The study’s objective is to examine the factors and barriers affecting the e-commerce sustainability of Thai micro-, small- and medium-sized enterprises (MSMEs) based on a survey of retail and food and beverage (F&B) service MSMEs in metropolitan Bangkok. Estimations confirm the significance of the TOE framework for Thai MSMEs. Internal e-commerce tools (i.e., smartphones and websites) and external e-commerce platforms (i.e., social media, e-marketplaces, and food delivery platforms) can enhance e-commerce sustainability. However, the age of firms and owners (CEOs) affects e-commerce sustainability negatively. Exports, B2B e-commerce, and e-commerce experience can promote the e-commerce sustainability of Thai MSMEs. However, they perceive that many consumers are still not literate in using e-commerce. In addition, Thailand still has insufficient security to prevent hacking and malware. Therefore, Thai entrepreneurs’ e-commerce literacy is insufficient to enhance their e-commerce sustainability. On the other hand, sustainable e-commerce can increase customer satisfaction, loyalty, and trust through customer support, leading to more long-term online shopping. Hence, this study focuses on e-commerce sustainability-based economic dimensions, as measured by the percentage of e-commerce sales to total sales (e-commerce utilization/intensity).

… Access to new markets include increased access to current and/or new markets or customers, and primarily relates to web marketing or e-commerce sites. Three of the eight micro-…

This study was set out to chiefly examine the influence of psychological traits—need of achievement (“N of Ach”) and risk-taking propensity (RTP)—on perceived usefulness (PUF) and perceived ease of use (PercEU), as well as their effects on the intention to use e-commerce among rural micro-entrepreneurs. This study exploited the psychological traits theories and the technology acceptance model (TAM) by utilizing samples represented by rural micro-entrepreneurs. The results of the study found that the N of Ach and RTP significantly influence PUF and PercEU. The two original TAM constructs and PercEU have significant relationships with PUF and intention. At the same time, it was also found that there exists a significant relationship between PUF and intention. This study therefore serves to fill the gaps where N of Ach and RTP of rural micro-entrepreneurs are seldom tested to examine the effects of perceptions of benefits and ease of use on the adoption of e-commerce. On top of that, this study provides vital input to policy makers and stakeholders of rural development in their efforts to increase the adoption of e-commerce among rural micro-entrepreneurs.

Morocco is endowed with an intangible cultural heritage of great interest at the global level, to which Moroccan craftsmanship, for which it is widely known internationally, makes a significant contribution. In today's, the notion of heritage is continuously expanding, experiencing an almost unlimited extension. The intangible heritage increasingly occupies a prominent place in the planning of several bodies, whose aim is to raise awareness among nations of the need to protect their cultural diversity and to help them to develop projects for the safeguarding and preservation of this category of heritage. The majority of marketing research has not addressed the issue of the relationship between social media communication and the promotion of intangible cultural heritage in the sense that there is an information deficit in addressing this issue. The concept of social media communication represents for professionals a lever of great importance since it has become indispensable to a good marketing strategy. It constitutes, in the context of research, a real tool for the promotion of intangible cultural heritage and the enhancement of territories. The main objective of this article is to explore the concept of intangible cultural heritage given the great importance it represents and its relationship with social media communication in the Moroccan context, especially in the promotion, transmission and even the safeguarding of this wealth. The study used a multidisciplinary exploratory in the fields of media communication and territorial marketing. Thus, the study focused on the two concepts: intangible cultural heritage and communication through social media, while analysing the nature of their interrelation in general and more specifically the relationship between communication through social media and the promotion of Marrakech handicrafts as part of Morocco's intangible cultural heritage. The results of this empirical study of an exploratory nature, conducted among 14 experts operating in the Moroccan handicrafts sector, demonstrated the existence of a strong relationship between the use of social media communication and the promotion of Moroccan intangible cultural heritage and more specifically the intangible cultural heritage of the city of Marrakech through the development and enhancement of its handicraft products.

: In the context of rapid technological development in modern society, the inheritance and development of Intangible Cultural Heritage (ICH) face both new opportunities and challenges. The unique cultural connotations, aesthetic standards, and philosophical wisdom embodied in ICH have attracted a large number of enthusiasts. However, the overlap between enthusiasts and consumers of ICH products remains limited, leading to difficulties in sustaining long-term operations for many practitioners. Transforming enthusiasts into consumers is a critical issue worth exploring. ICH practitioners need to delve deeply into cultural narratives, break down barriers in communication channels, and adapt to modern consumption habits to enhance economic returns. To better protect and develop ICH, this study constructs a consumer purchase intention model centered on cultural perception, marketing investment, and integration of fashionable elements, based on psychological factors in consumer behavior. The hypotheses propose significant positive correlations between consumers’ perceptions of ICH cultural content, marketing efforts, fashion integration, and their purchase intentions. Findings confirm these positive correlations and reveal that younger consumers are more sensitive to fashionable elements in ICH products, with their purchase intentions influenced by both cultural depth and modern design. This study aims to provide some references for the optimization of cultural marketing strategies in the protection and development of intangible cultural heritage,and strives to contribute a modest effort in exploring the balance between cultural inheritance and commercial sustainability.

… Intangible Cultural Heritage (ICH) and marketing, intending to understand how ICH can be effectively used as a marketing … Intangible cultural heritage, which includes traditions, rituals, …

In a rapidly evolving world, preserving and revitalizing intangible cultural heritage is essential. The chapter presents a detailed study of religious tourism and festivals, showing how tradition and modern marketing approaches can regenerate cultural heritage in contemporary contexts. It examines the balance between safeguarding traditions and adapting them for modern relevance. Drawing from Indian and global case studies, it highlights how rituals, storytelling, and experiential marketing create meaningful, immersive experiences. The role of innovative technologies—AR, VR, and digital platforms—is discussed as a means to enhance accessibility and engagement. The chapter also emphasizes the socio-cultural impact of religious festivals in fostering community bonds and curbing cultural erosion. Economic benefits are analyzed, showcasing how such events drive employment and local business growth. Finally, it explores emerging trends, focusing on sustainability and eco-conscious pilgrimages that align with global calls for responsible tourism.

To increase the reach and sustainability of intangible cultural heritage (ICH) artisans and brands, this paper proposes a multimodal, data-driven framework for precision marketing that fuses product narratives (text), craft imagery (photos/videos), performance audio, and behavioral/transaction logs. The pipeline integrates transformer/vision encoders, cross-modal fusion, heterogeneous user–item graphs, uplift modeling, and contextual bandits for online decisioning. We validate the approach with an ICH-style catalog and simulated/observational logs using offline ranking metrics and online-style A/B uplift analyses. Results indicate consistent gains in NDCG@10, AUC, and conversion uplift across categories (crafts, opera, cuisine, festivals, folk music), along with improved fairness controls for minority crafts.