传统手工艺小微企业Z公司(35年运营史的裁缝店)的运营转型研究

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。

传统手工艺大多是作为制造日用器物所需的技艺而存在，在科技发达和大机器生产的今天，城市中却涌现一股手工艺热潮，这背后有着深刻的时代动因。以往的手工艺研究多从非遗保护的角度关注手工技艺的传承，虽然偶有论及当下手工艺发展的新趋向，但对城市新中产人群对手工艺品的消费和整个社会兴起的手工体验热潮缺乏深度的解析。手工艺在今天的新变不仅揭示了我国当下社会环境的重要转型对传统手工艺的巨大影响，也昭示了手工艺对当下国人建构有品位和自主性生活方式的重要意义。

数字经济作为一种全新的经济形态，正以空前速度席卷全球。我国小微企业数量庞大，在促进经济增长、推动科技创新、扩大就业和改善民生等方面发挥着重要作用。在数字经济背景下探讨小微企业的发展问题，具有重要现实意义。一方面，需要敏锐把握数字经济带来的机遇，如拓展企业边界、扩大经营规模、提升经营效率等；另一方面，也必须正视数字化转型过程中面临的资金压力、技术短板、人才匮乏等现实困境。本文从数字化战略精准定位、积极融入数字生态、强化数字技术应用以及把握数字化发展有利时机等方面，系统梳理小微企业推进数字化转型的路径与措施，从理论层面为小微企业发展提供支撑与指导，助力其不断提升发展动能，实现做优做强。

从湘西自治州非物质文化遗产中选取盘瓠与辛女传说、苗族鼓舞、土家族摆手舞、毛古斯舞、辰河高腔、苗族挑花、剪纸（踏虎凿花）、苗族银饰锻制技艺、土家族吊脚楼营造技艺9项国家级非遗项目进行调研，发现其产业转化过程中存在传承人文化水平低、知识产权保护意识淡薄、大部分已经老龄化等诸多问题。围绕政府、企业、市场、民众、传承人5种因素分析了影响非遗项目产业转化的原因。针对民间文学、传统舞蹈、传统戏剧、传统美术、传统手工技艺5种不同类型的非物质文化遗产项目，探索了不同的产业转化机理，有望为全国其他不同类型的非遗项目的产业化提供借鉴和参考。

在全面推进乡村振兴与加强非物质文化遗产保护传承的国家战略指引下，本次调研以云南省玉溪市通海县丰富的非遗资源（如兴蒙乡、高台、银饰等）为具体对象，依托“走乡村，促振兴”实践队暑期三下乡活动。调研通过实地走访、深度访谈与问卷调查相结合的方式，深入考察当地非遗文化的存续现状、产业化开发现状及其与文旅融合的实践路径。调研发现，通海非遗文创虽具潜力，但仍存在产品同质化、品牌效应不足、与旅游市场衔接不畅等问题。结论认为，推动通海非遗文旅文创高质量发展，需坚持“活化保护”原则，通过创意设计提升文化附加值，构建“非遗+研学+旅游+电商”的融合发展模式，从而使其真正成为助力地方文化传承与乡村经济振兴的重要引擎。

小企业已成为我国国民经济体系中的一个重要组成部,在经济发展中起着重大作用。但随着我国“抓大放小”改革方略的推进和全球经济一体化的持续发展,小企业也面临着包括技术变革的冲击、大企业的垄断、资金来源有限、经营体制急需转型等多种考验,加之小企业本身存在技术力量薄弱、管理水平低下、竞争能力差、经济效益低、资金和人才缺乏等问题,生存环境十分严峻。为此,小企业惟有在市场定位、广告定位、技术创新定位、企业联盟等方面进行正确的选择,合理制定各方面的策略,才能在激烈的市场竞争中与大企业相抗衡,并取得自身的立足之地。

随着互联网的兴起，人们不断尝试将不同的东西搬上互联网平台，而技术的提升、设计师的制度不断传播、人们追求的提升，更让网上服饰定制变成可能。本论文从服饰定制的行业历史及前景、创新点与项目特色、生产和运营等方面阐述了“云裳”大学生服装定制平台的可行性及其创新点；同时，确定了融资方案及平台建立起来后的管理方式，指出以后会遇到的风险并提出了应对措施。也希望通过本论文广泛宣传了服装定制文化与服务 激发消费者对于服饰定制购买热情 让大众消费习惯增添一个新方式。

The challenges facing intangible cultural heritage (ICH) industries in the contemporary era, characterised by highly fluid information and diverse public value demands, have evolved into systemic propositions involving cultural identity construction, governance capacity enhancement, and social trust maintenance. Resilient governance, with its characteristics of ‘flexible adaptation,collaborative action, and sustained empowerment,’ offers a breakthrough opportunity for mitigating these risks. Drawing upon resilience theory's three-capability model, this study constructs an analytical framework for intangible cultural heritage industry public opinion governance encompassing four resilience dimensions: technical, institutional, subject-based, and cultural.Using the ‘Rongchang Braised Goose Public Opinion Incident’ as a case study, it examines the intrinsic logic and practical pathways of its public opinion governance. Findings reveal that in confronting multiple public opinion shocks, the Rongchang government's successful transition from ‘passive emergency response’ to ‘seizing momentum’ primarily relied on: institutional resilience through establishing an elastic governance system to solidify the foundation of public opinion management; actor resilience by constructing mechanisms for multi-stakeholder collaboration and role reconstruction to consolidate governance synergy; and cultural resilience by reshaping symbolic narratives and value recognition mechanisms to reinforce emotional foundations. Finally, drawing upon the current landscape of public sentiment governance, relevant experiences are summarised across four dimensions-‘technology-institutional-subject-technology’-aiming to provide practical guidance for the intangible cultural heritage industry in navigating public sentiment governance within the era of viral content.

… on the poverty alleviation potential of micro-enterprise, through the … development, for instance, the support for traditional craft … Crafts might help to transform the society into a better one, …

… realistic ambitions for growth are in craft micro‐enterprise. … studies into the growth aspirations of micro‐enterprise (defined as one‐ … of growth as it is experienced in the micro‐enterprise. …

… micro-enterprise, in this chapter I argue that alongside other strategies of negotiating credit and debt, the contemporary online craft … However, I am arguing that, given the transformations …

The purpose of this paper is to examine the unique features of artisan enterprises in Ecuador and how cooperation programs and national peculiarities have influenced their development. Through descriptive and conceptual analysis, we can better understand how these organizations have evolved within the historical and economic context of rural regions in Ecuador. The primary findings suggest that poverty alleviation and control measures have significantly impacted the definition of artisan enterprises in Ecuador, which now closely resemble micro-enterprises. Development cooperation efforts in Ecuador have prioritized preserving artisanal production rather than replacing it with industrial production, promoting micro-enterprises growth as artisanal workshops.

… 17), who note the perhaps obvious but important point that middle- and upper-class women are in far stronger economic and social positions to make a successful transition to working …

… for fostering inclusive digital transformation in informal … digital bricolage for micro-enterprise outcomes and growth. … For instance, a small-scale artisan business operating in a …

This paper uses two case studies of small UK-based yarn businesses to explore whether craft enterprises might make a distinctive contribution to sustainable development. The ways in which positive social, environmental and economic impacts are supported by these businesses are identified and their potential as niche sites contributing to a broader sustainability transition is considered. These businesses themselves believe there are strong links to the social dimensions of sustainability, particularly in terms of community building. There is also a distinctive contribution to economic aspects of sustainability with the outputs of craft enterprises releasing latent financial value and attaching value associated with provenance and rarity compared to a commodity market, rather than contributing to conventional economic growth. Contributions to environmental sustainability are largely indirect, through changing the economic viability of marginal agricultural production and therefore allowing conservation management in less economically favoured areas. This preliminary analysis suggest that the smallest craft enterprises do offer insights into how a wide transition might be achieved, but realising such a transition is made more difficult by the ambitions and motivations of the individuals in the craft businesses themselves.

… bespoke tailoring and computerised mass market tailoring in … skills practiced in bespoke tailoring and justifies this as a … delivery and understanding of tailoring technology in the fashion …

… The global clothing industry and its fast fashion business model, … This fast business model is based on shortening each … Customers’ attachment to this business model is to crave for new …

… The totality of the trade union service portfolio can be expressed in a very simple model, which I have found to be very useful in discussions with trade unionists (Figure 1). In this model, "…

The Information and Communications Technology sector may be organized into individual technologies or solutions. Theoretical literature review argues digitalization technologies make up enterprise architecture and shape business processes or business models. It also shows contemporary business models market solutions for a given value or impact, rather than sell individual technologies per se. Empirical data confirms enterprise architecture is the market for system integration. Market data shows the market leader is Software AG. The goal of this article is to build a theory with an emerging case example of more technologically and business model sophisticated solutions than the theoretical and market benchmark. The methodology is a dual case study on important market players, Siemens and PTC. The standalone cases allow for similar solutions which cannot be otherwise tested or validated. Reference is also paid to other market players within the article. The empirical data analysis is compared to acceptable benchmarks, theoretical literature review and the enterprise architecture market leader Software AG. Findings show emerging technologies add capability maturity levels to accepted system integration. Network business models with a quantifiable and provable customer value proposition: bespoke or personalized products, reasonable cost per item, and zero inventory achieve the vision of mass customization. The business models are enabled by the highest level of digitalization capability maturity, not considered in the status quo literature review and at the leading enterprise architect. They place the textile industry at the forefront of technological innovation and extended reality-based marketing.

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.

… ” of technologically able SME tailoring companies. Today a … and in particular the bespoke tailoring market, as additional … original sample of sixteen bespoke tailors to chart changes …

“Bespoke,” or mass customization strategy, combines demand learning and preference learning. We develop an analytical framework to study the economic value of bespoke systems and investigate the interaction between demand learning and preference learning. We find that it is possible for demand learning and preference learning to be either complements or substitutes, depending on the customization cost and the demand uncertainty profile. They are generally complements when the personalization cost is low and the probability of having high demand is large. Contrary to usual belief, we show that higher demand uncertainty does not necessarily yield more complementarity benefits. Our numerical study shows that the complementarity benefit becomes weaker when customers are more strategic. Interestingly, the substitute loss can occur when the personalization cost is small and the probability of having high demand is large, when customers are strategic. The online supplement is available at https://doi.org/10.1287...

“Made in Italy” evokes notions of beauty, creativity, quality, heritage, and craftsmanship. Artisans contribute to how their country of origin is perceived. They cultivate traditional techniques and immaterial cultural heritage, but they are also perhaps an undervalued source of inspiration for more sustainable ways of doing business. As more consumers search for ethically produced and authentic goods, the demand for craft and handmade creations is expected to grow further in the coming years. The present study focuses on bespoke tailors, their perspective on “Made in Italy” and the crafts’ contribution to economic, ecological, and social sustainability and individual well-being.

… bespoke clothing since its inception more than three decades ago. This case study identifies the business nature and strategies of Ferdous Tailors… high-end bespoke tailoring should be …

has made changes to the Fashion business run by SMEs.Efforts to stay in business, not only focused on green product innovation but also on being able to carry out digital transformation as a response to the changes of business environment after the pandemic.Daun Efek, engaged in men's clothes, makes fabrics using the eco-print method then sewn into men's clothing.The shifting business forces Daun Efek to implement digital transformation by using Web-based Bespoke Tailoring application.This technology give solution to serve customers to conduct online consultations with tailors related to the manufacture of clothing including the selection of materials, types of clothing, making patterns, and fittings.By implementing this application, SMEs need to look at the development of strategies that must be prepared after SMEs carry out digital transformation through web-based bespoke tailoring applications, so the purpose of this research is to develop competitive strategies after using web-based bespoke tailoring applications using SWOT analysis.This research is descriptive and uses data obtained from primary data by observation, documentation, and interviews.The results showed that according to SWOT analysis, Daun Efek can implement an aggressive strategy, such as: developing eco print fabrics with more attractive motifs, focusing on men's fashion by applying a web-based Bespoke Tailoring application, and increasing participation in exhibitions to increase its publicity.It implies that Daun Efek can use its strengths to capture the opportunities.

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.

Traditional handicraft villages have become an inevitable part of Vietnamese culture and play an important socio-economic role within the country’s development. However, poor governmental policy and regulatory environment in Vietnam, lack of infrastructure, limited management, marketing skills and knowledge often lead to scarce information to access the market. The aim of the research is to investigate the contemporary status of digital marketing strategies and tools used in handicraft villages in Thua Thien Hue province. It will be complemented by finding out the needs of handicraft businesses about the training course and consultancy on e-marketing. The key quantitative research method is a questionnaire survey of 100 handicraft businesses in 11 villages in Thua Thien Hue province in Vietnam. The results indicated that these businesses do not use digital marketing as the main tool to acquire customers. One of the main reasons can be a fact of not owning sufficient IT technology. However, despite this, businesses realize the need for digital marketing applications and are interested in adopting digital marketing skills and training in order to enhance tourism market access within national and international borders. That is a positive sign for future application of online marketing strategies into business management.

The sokasi craft industry in Bali represents a traditional cultural heritage that continues to sustain local livelihoods despite modern economic challenges. This study aims to analyze the role of product innovation and digital marketing in enhancing the sustainability and welfare of sokasi craft entrepreneurs in Bangli Regency. Using a quantitative approach, data were collected from 146 sokasi craftsmen across four districts through structured questionnaires. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to test both direct and mediating effects. The results reveal that product innovation and digital marketing have a significant positive impact on business sustainability and the welfare of sokasi entrepreneurs. Moreover, sustainable business practices serve as a mediating variable that strengthens the influence of innovation and digital strategies on welfare improvement. These findings highlight the importance of empowering artisans through innovation, human capital development, and technological adaptation to maintain cultural continuity while enhancing economic resilience. The study suggests that integrated innovation and digital marketing strategies are essential for sustaining traditional crafts in the digital era. This study contributes to sustainability and welfare theory by confirming the mediating role of business sustainability in linking innovation and welfare in cultural MSMEs

… as ambassadors of their history, tradition, and culture by … digital marketing can be a useful tool for developing craft activities. Digital transformation cannot be limited to digital marketing…

The traditional Dong handicrafts of Sanjiang, rooted in the cultural heritage of the Dong ethnic group face challenges in retaining their market relevance while preserving their traditional characteristics. Despite their cultural and historical significance, these handicrafts struggle to meet the growing demands of the modern cultural and creative industries, leading to declining sales. This study examines the traditional handicrafts of the Dong community in China. It produces a theoretical framework that can be applied to revitalize them by focusing on three key areas: product development, craft branding and marketing strategies. The paper specifically explores traditional practices such as textile dyeing, wooden architecture construction, and silver craftsmanship, highlighting their cultural and economic importance in contemporary contexts. This research employs a case study method. Data collection process involved gathering and analyzing information from academic journals, government reports, and published magazines. It concludes that the marketability of Dong handicrafts could be enhanced through the development of innovative craft branding strategies that integrate traditional craftsmanship with modern design and technologies while safeguarding their cultural heritage. By employing insights from product development branding and marketing strategies, the paper proposes solutions to revitalize and sustain Dong handicraft traditions in the face of modernization and globalization. The research confirms that traditional Dong handicrafts, despite facing challenges from modernization, globalization, and technological advancements, can be revitalized through the strategic application of product development, branding and marketing frameworks.

As a combination of traditional handicrafts and modern aesthetics, feather handicrafts have shown unique value in the cultural consumer market in recent years. However, their marketing models are still restricted by traditional approaches and it is difficult to accurately reach the target customer groups. With the upgrading of consumption and the rise of personalized needs, the industry is facing pain points such as single channels and unclear audiences, and digital transformation is extremely urgent. The popularization of big data technology provides a transformative tool for precision marketing. By mining consumers' behavioral data and constructing dynamic portraits, market positioning and marketing strategies can be reshaped. Current research mostly focuses on theoretical discussions and lacks practical application in the niche field of feather handicrafts. Exploring precision marketing innovation driven by big data is not only an inevitable trend of technology empowering the industry, but also a key path for traditional handicrafts to break through market bottlenecks and achieve value leap.

The present study focuses on the issues and challenges of marketing image, and its prospects in Bharatpur, a rural village in the Kandi subdivision of Murshidabad district in West Bengal (India) for their Pattachitra. Rural villages offer a distinctive and separate marketing landscape that necessitates specialized research investigations to ascertain suitable marketing strategies. The marketing image holds significant importance in shaping consumer behavior and achieving business triumph. Nevertheless, executing marketing image strategies in a rural village can present distinctive prospects and obstacles. Through an examination of relevant literature and case studies, this paper seeks to provide valuable perspectives for marketers and businesses looking to navigate and thrive in rural village markets. The study further analyses the role of marketing in promoting rural craft and the impact of various independent variables on four different dependent variables by using four regression models, i.e., product, price, place, and promotion models. The dependent variables were extracted as principal components scores, and significant relationships between the dependent and independent variables were studied using multiple regression analysis. The study found that digital access contributes significantly to the pricing of Pattachitra arts which may help in promotion in rural areas of Bharatpur, West Bengal.

The purpose of this study was to (1) see the application of digital marketing to Micro, Small, and Medium Enterprises (MSMEs), especially weaving fabric in Kalianget Village, Buleleng Regency, and (2) to know the impact of digital marketing on the sales volume of woven handicraft products in Kalianget Village, Buleleng Regency. This research is a descriptive observational study on Endek weaving craftsmen, using the triangulation method, which combines structured interviews, in-depth interviews and observations of weaving craftsmen and the social media used. The data obtained were analyzed using descriptive statistics and qualitative analysis and presented in tabular form. The results of the study show that endek weaving craftsmen use social media as a means to run their business, which is not the least of which is a hereditary business from their ancestors. The most widely used social media are Facebook, Whatsaap, and Instagram. The most perceived benefit is that communication with customers and suppliers is more intensive as well as effective and efficient, because it can communicate directly 24 hours/real time. The transaction process is easier and cheaper because the communication media only costs credit to support communication. The best promotional media because it can display and share images through the media to the community and society. Information updates can be done at any time. The most importantly an average increase in sales volume of 50% - 100%.

… Currently Taiwan craft industry lacks the concept of brand marketing while the … marketing, branding becomes essential conditions but the concept of current branding in Taiwan craft …

This chapter explores the critical intersection of folk artistic crafts, territorial development, and sustainability in the context of rapid technological and cultural change. Folk crafts serve as both cultural heritage and economic drivers, yet their survival is threatened by declining public interest, generational shifts in career preferences, and competition from mass-produced goods. The study focuses on the North-West region of Russia, analysing challenges such as raw material procurement, financial constraints, and the erosion of traditional craftsmanship, while also highlighting opportunities tied to ethnic tourism, digital transformation, and interdisciplinary collaboration. The global handicraft market, valued for its cultural and economic contributions, faces dual pressures: technological advancements offer new tools for innovation and market access, yet risk diluting authenticity through commodification. Social factors, including low wages and youth disengagement, further endanger craft preservation. However, case studies demonstrate how traditional crafts can thrive when integrated with modern design, marketing, and policy support. Key points: traditional folk arts and crafts, folk artistic crafts, ethnic handicrafts, marketing of folk arts and crafts, traditional arts and crafts branding, sustainable development of a territory

… The traditional craft studied in the present study supports household income for the … for intervention within the craft ecosystem, which can be replicated in other traditional crafts. …

… marketing challenges and openness to adopting digital tools. Findings reveal significant gaps in technological knowledge and digital marketing … between traditional craftsmanship and …

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.

: This study analyzed the insights of Filipina entrepreneurs in the handicrafts industry on creativity and sustainability as they relate to innovation. Specifically, the responses of the EntrePinays in Luzon, Visayas, and Mindanao pertaining to factors affecting their innovation activities; the degree of implementation of innovation activities; factors hampering innovation activities; and the effects/impact of innovation on sustainability and other outcomes were compared. The study utilized the conceptual framework on creativity and entrepreneurship by Matthews (2007) and the innovation measurement framework of the OECD/Eurostat (2005). Two hundred three Filipina entrepreneurs in the handicrafts industry from Luzon, Visayas, and Mindanao were interviewed using the adapted survey instrument from OECD/Eurostat (2005). Results indicate that on a national scale, only creativity and laws and regulations significantly influence product innovations. Moreover, the influence of creativity is twice as much as that of laws and regulations. Likewise, it was found that only the institutional factor (incentive program for innovations) significantly influences process innovations. Among the innovation activities, product and marketing innovation activities have the highest level of implementation. Organizational innovations activities, on the other hand, are the least implemented. There are no significant differences in the degree of implementation of innovation activities among Luzon, Visayas, and Mindanao Entrepinays. Only product and organizational innovations affect sustainability. Thus, the study recommends that more training programs be offered, both by the government and private sectors, as well as the academe, to enhance entrepreneurs’ creativity; and for the government to ensure that laws and regulations affecting entrepreneurs’ efforts to undertake product innovation will protect and foster such initiatives for creative outcomes.

The objective of this paper is to investigate a unique type of entrepreneurship in women handicraft entrepreneurs. Data were collected from six women handicraft entrepreneurs by using in-depth interviews. Born after the 1980s, they strive for survival in a highly competitive marketplace. They are all passion-driven entrepreneurs. They have to engage in other activities (ranging from teaching handicraft classes to working in another full-time job) to financially support and sustain their handicraft work. It was found that challenges include high rental rates in the city, long product development processes, small market sizes, and insufficient knowledge in digital marketing. Almost all of them are skillful, innovative, and passionate on the artistic side, but reactive and passive on the business side. Measures were suggested to empower such women entrepreneurs in view of the United Nations’ Sustainable Development Goals.

ABSTRACT

PurposeThe study aims to explore dynamic capabilities such as innovation, entrepreneurial leadership, absorptive capability, and the dimension of entrepreneurial orientation in the handicraft sector to enhance supply chain resilience and innovation during unprecedented times. This study also used innovation as a mediating construct and supply chain orientation as a moderating construct.Design/methodology/approachWe gathered data from the handicraft sector in the Uttar Pradesh (UP) in India using a pretested questionnaire. We used variance-based partial least squares structural equation modelling (PLS-SEM) to test our research hypotheses.FindingsOur study indicates that to enhance innovation and improve supply chain resilience, firms should focus on developing dynamic capabilities such as entrepreneurial leadership, absorptive capacity, artificial intelligence (AI), innovativeness, risk-taking ability, and protectiveness. The study highlights the significant role of dynamic capabilities in the handicraft sector during times of crisis, enabling innovation and resilience to risk.Practical implicationsThe study highlights the significant role of dynamic capabilities in the handicraft sector during times of crisis, enabling innovation and resilience to risk.Originality/valueThis study provides significant insights into the current understanding of dynamic capability theory and supply chain orientation and expands upon the existing literature in this field. It comprehensively analyses the latest research and advances knowledge in this area.

… This study will support the different researchers to do new innovative research in small industries and the handicraft sector and should focus on geographical research. Because …

PurposeThe purpose of the study is to investigate the potentiality and dimensions of promoting handicraft family business practices in handicraft as well as the extent to highlight the local tradition and culture.Design/methodology/approachThis study is an insight from the existing relevant literature on family-owned businesses in handicrafts from time immemorial. Furthermore, data were collected from the 300 respondents using a purposive sampling procedure in which the rate of response was 67%. The structural equation modeling (i.e. SmartPLS 3.0) was used to analyze the construct and test the hypothesis.FindingsAccording to the result, among the 4 hypothesized paths all were supported, but out of 22 relationship paths, 15 paths are considered significant This study shows the relationship among the promotional factors, economic factors and motivational factors, and support and challenges factors have a crucial effect on the adoption of handicraft family business.Research limitations/implicationsThe findings of this study will assist the tourism scholars and managers to apprehend an authentic relationship between age-old practices of the family business as well as the legacy of the family business in art and crafts to empower the local people.Originality/valueThe study is a foremost to ascertain the critical success factors of the adoption of family business practices in art and crafts through rural tourism to empower the local economy.

ABSTRACT The handicraft industries are of great significance and economic value to many poor households but are still being neglected without enough support from the government and non-government institutions. The purpose of this research is to describe the experiences and insight of the crafter’s business activities in the Midlands, as well as the critical success factors towards innovation and development of the industry. This study argues that the handicraft entrepreneur needs to be innovative, explore and try new ideas towards the development and sustainability of the industry. The research objective is to identify the basic factors that affect the innovation and developmental needs of entrepreneurs operating handicraft enterprises. Quantitative methods of data collection and analysis were used for conducting the study. The key finding indicates an urgent need for intervention for handicraft entrepreneurs towards innovation and sustainable development of the industry. Hence, handicraft producers need more support than ever if they are to continue to sustain their livelihood and remain more worthwhile, with the fluctuations in consumer buying trends and tastes, combined with declining tourist visits to handicraft markets.

The purpose of this paper is to analyze the impact of various dynamic capabilities (Innovation (IN), entrepreneurial leadership (EL), Social media (SM), and digital technology (DT)) on Business performance (BP). This study also analysis the mediating impact of talent management(TM), and Entrepreneurial orientation (EO) between EL, and Business performance. The reason for this is that in the handicraft industry SM, DT TM, and SR impact on business performance are still not fully understood. We have adopted a survey-based methodology from 410 handicraft artisans or entrepreneurs. Data was empirically analyzed to test the theoretical model of mediation through Smart partial least square method (SMART PLS-SEM) software. The study's findings prove entrepreneurial EL improves Business performance whereas the association between Social media (SM) and BP is insignificant. The mediating impact of Talent management, EO, and strategic resilience was statistically positive and significant and proved that bridging between BP and all three mediators supports and makes stronger EL for boosting business performance. Innovation, and digital technology, positively affect Business performance. This study explores artisans' formal entrepreneurial EL style. This study is unique because the Dynamic capability theory (DCT) as an extension of the resource-based view (RBV) has been used for critical business factors like EL, strategic resilience, Business performance, digital technology, innovation, and talent management in the handicraft sector will be extended. This study also proposes a new Digital capability view (DCV) for future study. This study will explore the theoretical and practical understating of (DCT) with managerial use of EL, Innovation, and TM for boosting Business performance.

PurposeThis study aims to establish a relationship between creative tourism and experiences in the traditional handicrafts of Barcelos (Portugal). Based on a qualitative approach, it also aims at analyzing the failures and absences from the tourist market by creating new proposals and responses to the demand. The conceptual framework of this study develops three proposals: first, to present new concepts and opportunities for the tourism market; second, to establish a direct relationship between the local traditional handicrafts, creative tourism and experiences; and finally, to promote traditions that add value to the local development.Design/methodology/approachThis study uses an ethnographic case analysis research design to investigate the propositions (ten in-depth interviews with technicians and artisans in Barcelos, Portugal). The key constructs are drawn from empirical research among handicraftsmen in which data analysis was carried out based on a qualitative analysis.FindingsThe results suggest the experience, knowledge and importance of learning this dynamic in an entrepreneurship tourism perspective. Creative tourism and experiences are growing and strengthening the territories and consumer satisfaction in specific artisan, cultural and tourism entrepreneurship contexts.Research limitations/implicationsThis study fills a large gap in the territorial market, associating the knowledge of new concepts with the success of the tourism entrepreneurship. The findings provide solutions for helping handicraftsmen to improve their decision-making logic and increase the speed of market growth. There has been an increased emphasis on local and handmade goods that are linked to the culture and tourism of specific destinations.Originality/valueTourism managers and artisan entrepreneurs can use the outcome of this study to gain in-depth understanding of customer experiences (i.e. consumers of local handicrafts) and develop effective marketing strategies and further stage the operational environment that can maximize customers’ perceived experiential value.

PurposeDespite their economic and cultural significance, the growth of handicraft micro firms is vulnerable, given their small size and resource limitations. By examining the impact of cooperation on firm performance via innovation capability, this study shows how micro firms can address constraints and achieve sustainable development by acquiring and utilizing external resources, complemented by innovation capability, through internal development.Design/methodology/approachData were collected from 164 handicraft micro firms in Pakistan via a questionnaire. Structural equation modeling was employed to estimate interrelations of various constructs simultaneously and control measurement errors.FindingsThe impact of cooperation with customers and suppliers on firm performance via innovation capability was positive and significant. Contrarily, competitor cooperation did not significantly affect innovation capability. Furthermore, there was a positive and significant interaction effect of customer and competitor cooperation on innovation capability. Thus, micro firms must reinforce their customer and supplier relationships through innovation capability and internal transformation for sustainable development. Moreover, a balance must exist between cooperation and competition to achieve optimal innovation returns for the sustainable development of firms.Originality/valueThis study emphasized that micro firms must strengthen their customer and supplier relationships via innovation capability and internal development to achieve higher performance. Moreover, the study introduced a new dimension for measuring firm performance.

Handicraft industries continue to play an important role in the economies of all Asian countries including Malaysia. They not only constitute small business activities in themselves but are also often the only available means to provide additional employment and raise the level of living for rural populations. Despite the government's several institutional and policy support for enhancing the capacity of micro and small-scale enterprises, the results have fallen short of expectations. In view of the growing world market for products of traditional Asian handicraft industries, having a relevant entrepreneurial ecosystem model specific to handicraft micro and small industries in Malaysia is imperative. Thus, this study attempts to: (1) identify the components of entrepreneurial ecosystem of handicraft micro and small industries in Malaysia; (2) determine the relationship between components of entrepreneurial ecosystem and business performance. The SEM-PLS approach has been employed as a statistical method to analyze the research model. Data were collected from 50 handicraft micro and small entrepreneurs using personally administered questionnaire surveys. The findings indicate that only talent was found to have a significant relationship with business performance. This study is significant to the investors, the ministry, the government, academics and even business owners in providing a comprehensive model in understanding the handicraft industry entrepreneurial processes through which the ecosystems emerge, change, and influence the activities of the entrepreneurs.

Purpose Rural entrepreneurship is an emergent field of study, with these start-ups becoming one of the most noticeable ways to promote rural development, but the few studies concerning innovation among artisans have thus far only been exploratory. The purpose of this paper is to examine the entrepreneurial artisan initiatives of young innovators in a peripheral northern area of Portugal where black pottery is produced. Design/methodology/approach Qualitative data analysis was carried out on in-depth semi-structured interviews with three young artisan innovators and entrepreneurs and one individual who functions as a cultural booster. The content analysis was done using QSR International’s NVivo Version 11 software. Findings These young entrepreneurs have developed commercial activities and introduced innovations (i.e. design and process) into black pottery production, while taking advantage of endogenous materials, local culture and traditional knowledge. These individuals have sought not only to generate their own innovations but also to keep their culture and local traditions alive, thereby contributing to rural development by establishing networks with local young artisans. Research limitations/implications Some limitations are linked to the sample’s size and basis in a specific geographic reality. Practical implications The findings provide a fuller understanding of why some rural artisan firms grow, suggesting that artisans’ networks and innovative and entrepreneurial behaviours play a key role. Originality/value This research’s results contribute to the literature on the role that innovation can play as a booster of rural artisanship through networks and entrepreneurship. This paper is among the first to discuss black pottery as a form of artisan entrepreneurship. The results underline the value of innovations and networks, which were found to be the core ingredients in rural artisan entrepreneurship.

In West Bengal, India, Micro, Small, and Medium Enterprises (MSMEs) are vital in driving economic growth and poverty reduction through job creation, particularly in the handicraft sector, which fuels the tourism industry. This study uses Confirmatory Factor Analysis (CFA) to assess the impact of the business environment, entrepreneurial orientation, and innovation ability on the success of handicraft-based MSMEs in West Bengal. A total of 100 handicraft-based MSMEs in West Bengal were selected as the sample for this research. According to the results of the CFA, it was determined that the customer’s indicator had the most significant impact on shaping business environment variables. Risk-taking is the primary factor that significantly influences the formation of the entrepreneurial orientation characteristic. Marketing innovation is the most potent determinant of developing innovation capabilities. The handicraft-based MSME operators in West Bengal actively collaborate with suppliers, seeking market prospects and promoting new goods in untapped areas. However, there is a need to enhance technological innovation for sustained growth and success.

… empowerment of the small handicraft industry in Bali and Indonesia, in general, is the absence of modern integrated management to support productivity and innovation. Generally, this …

ABSTRACT Technological innovation is crucial for enhancing the efficiency and competitiveness of small enterprises. However, the factors influencing its adoption in handicraft enterprises remain unknown. Therefore, this study explores the factors influencing small handicraft enterprises to adopt technological innovation and their impact on overall firm performance using data from 344 Pakistani small handicraft enterprises. Structural equation modelling was used for the data analysis. The results reveal that various factors such as artistic vision, resource constraints, and competition, among others, significantly and positively influence handicraft producers’ adoption of technological innovation. Furthermore, five distinct sources of innovation were identified as having a substantial influence on technological innovation. The findings also demonstrate that technological innovation significantly and positively affects the economic and cultural performance of enterprises. This study deepens our understanding of the different influencing factors and sources driving technological innovation in handicraft enterprises, suggesting that beyond customers’ needs or demands, many factors play crucial roles in influencing artisans to embrace technological innovation. In contrast to previous studies that reported customers, suppliers, or competitors as innovation sources, this study contributes to the literature by examining other sources, such as self-creativity and other artisans within the firm. Our findings have implications for theory and policy.

… analysis of how handicraft entrepreneurship can play a crucial role for young entrepreneurs. It … Due to the technical excellence of artisans, creativity, and innovation, Indian handicraft …