Artisan Entrepreneurship

ISBN: 978-1-80262-078-8, eISBN: 978-1-80262-077-1

Publication date: 26 January 2022


(2022), "Prelims", Ratten, V., Jones, P., Braga, V. and Parra-López, E. (Ed.) Artisan Entrepreneurship, Emerald Publishing Limited, Bingley, pp. i-xii.



Emerald Publishing Limited

Copyright © 2022 Vanessa Ratten, Paul Jones, Vitor Braga and Eduardo Parra-López

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Artisan Entrepreneurship

Title Page

Artisan Entrepreneurship



La Trobe University, Australia


Swansea University, United Kingdom


Porto Politecnico, Portugal



Universidad de La Laguna, Spain

United Kingdom – North America – Japan – India – Malaysia – China

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Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2022

Editorial matter and selection © 2022 Emerald Publishing Limited.

Individual chapters © 2022 Emerald Publishing Limited.

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ISBN: 978-1-80262-078-8 (Print)

ISBN: 978-1-80262-077-1 (Online)

ISBN: 978-1-80262-079-5 (Epub)


List of Figures vii
List of Tables ix
List of Contributors xi
Acknowledgments xii
Chapter 1: Artisan Entrepreneurship: An Overview
Vanessa Ratten 1
Chapter 2: Handicraft Entrepreneurship
Vanessa Ratten 13
Chapter 3: Kazuri Beads – A Case Study on Motivating Talent and Knowledge Transfer in an Artisan Business
Natasha Katuta Mwila 25
Chapter 4: Small Business Owners and Social Media Behavior: How Entrepreneurs Use and are Used by New Digital Platforms
Alina Sawy and Dieter Bögenhold 33
Chapter 5: Wine Artisan Entrepreneurship
Vanessa Ratten 47
Chapter 6: Crises, Innovation and the Co-opetition: Entrepreneurial Responses to the Covid-19 Crisis
Sandeep Bhasin and Bhawna Kumar 57
Chapter 7: Portuguese Handicrafts and Artisan Entrepreneurship
Vanessa Ratten, Vitor Braga and Jose Antonio Oliveira 73
Chapter 8: Survivability of MSMEs in Maluku: An Analysis on Challenges, Opportunities and Strategic Development
Arthur Sitaniapessy, Petrus Usmanij and Vanessa Ratten 87
Chapter 9: Managing Value Co-creation in Partnerships for Sustainability: Toward a Process Model for Stakeholder Integration
Guido Grunwald, Jürgen Schwill and Anne-Marie Sassenberg 99
Chapter 10: Funding and Performance Pattern Matrix in the Startup Phase: A Study of Startup MSMEs in Indonesia
Maria Rio Rita, Ari Budi Kristanto, Yeterina Widi Nugrahanti and Petrus Usmanij 127
Chapter 11: Artisan Gastronomy in Tourist Destinations: A Business Opportunity
Eduardo Parra-López, Almudena Barrientos-Báez and José Alberto Martínez-González 161
Chapter 12: Artisan Entrepreneurship: Future Trends
Vanessa Ratten and Petrus Usmanij 171
Index 183

List of Figures

Chapter 4

Fig. 4.1 Shares of Solo Self-employment of the Total Self-employment at the Example of the EU and Selected European Countries – in Percentages 37
Fig. 4.2 Frequency of Professional and Private Social Media Use – in Percentages 39
Fig. 4.3 Types of Platforms According to Professional and Private Use – in Frequencies/Multiple Responses Possible 40

Chapter 6

Fig. 6.1 Cooperating with the Competition during Crisis: Process Innovation 65
Fig. 6.2 Co-opetition Stages 68

Chapter 9

Fig. 9.1 Goal Categories in Partnerships for Sustainability 110
Fig. 9.2 A Process Model of Stakeholder Integration 118

List of Tables

Chapter 1

Table 1.1 Managerial Implications of Artisan Entrepreneurship 10

Chapter 4

Table 4.1 Strong Agreement to Reasons for Social Media Use – in Frequencies 41

Chapter 6

Table 6.1 The Chronology of Covid-19 Vaccine Development 61
Table 6.2 The Phases of Vaccine Development 62
Table 6.3 Time Taken to Develop Vaccines for Killer Diseases over Centuries 62

Chapter 9

Table 9.1 Catalog of Questions for the Pre-selection of Stakeholders for Integration 112

Chapter 10

Table 10.1 Funding Pattern of MSMEs/Startup Companies 132
Table 10.2 Classification of the Bootstrapping Funding Method 138
Table 10.3 Evaluation of Startup Business Performance Based on Financial Indicators 140
Table 10.4 Evaluation of Startup Business Performance Based on Non-financial Indicators 143
Table 10.5 Startup Business Funding Pattern Matrix Based on Entrepreneur Characteristics 146
Table 10.6 Startup Business Funding Pattern Matrix Based on Business Characteristics 147
Table 10.7 Startup Business Funding Pattern Matrix Based on Environmental Factors 149
Table 10.8 Complexity, Compatibility, and Performance Measurement Approach Matrix 151

Chapter 12

Table 12.1 Content, Context and Method for Future Research Questions 173
Table 12.2 Comparison between Positivist, Interpretative and Social Constructionist Views of Artisan Entrepreneurship 174
Table 12.3 A Roadmap for Future Research on Artisan Entrepreneurship 175

List of Contributors

Almudena Barrientos-Báez European University of Madrid, Spain
Sandeep Bhasin Amity University, India
Dieter Bögenhold Klagenfurt University, Austria
Vitor Braga Porto Polytechnic, Portugal
Guido Grunwald Osnabrueck University of Applied Sciences, Germany
Paul Jones Swansea University, United Kingdom
Ari Budi Kristanto Satya Wacana Christian University. Indonesia
Bhawna Kumar Amity University, India
José Alberto Martínez-González University of La Laguna, Spain
Natasha Katuta Mwila De Montfort University, United Kingdom
Marthin Nanere La Trobe University, Australia
Yeterina Widi Nugrahanti Satya Wacana Christian University, Indonesia
Jose Antonio Oliveira Porto Polytechnic, Portugal
Eduardo Parra-López University of La Laguna, Spain
Vanessa Ratten La Trobe University, Australia
Maria Rio Rita Satya Wacana Christian University. Indonesia
Anne-Marie Sassenberg University of Southern Queensland, Australia
Alina Sawy Klagenfurt University, Austria
Jürgen Schwill Brandenburg Technical University of Applied Sciences, Germany
Arthur Sitaniapessy Politeknik Negeri Ambon, Indonesia
Petrus Usmanij La Trobe University, Australia


Editing this book has been a good experience due to the help of Niall Kennedy. We thank him very much for his support in editing this book about artisan entrepreneurship. As this book has been edited during the current COVID-19 context, it is helpful to think about how artisan entrepreneurs around the world are responding to the change. There has also been more people due to lockdowns and working from home being able to partake in artisan pursuits. This is an interesting change in the global economy and is highlighting the cultural and societal significance that artisans play in the global economy. Each of the editors would also like to thank the following people:

I would like to dedicate this book to my mum Kaye Ratten. I have fond memories of her knitting me a blue cardigan when I was in my teenage years that I wore for a long time. Whilst I cannot knit she did try to teach me this handicraft. My mum also really liked pottery and I remember her making pottery in the backyard shed. Thus, it is crucial that handicrafts like knitting, pottery and other artisan pursuits continue in order to preserve the cultural heritage and family traditions. I also thank my dad David Ratten who has long been interested in artisan pursuits particularly that concerning photography, cooking and painting. Lastly, I thank my brothers Stuart and Hamish, sister in law Tomomi and niece Sakura. Thank you for your support.

Vanessa Ratten

I would like to thank all the contributors to the book including authors, reviewers and the publishing team for their efforts in taking this book to completion.

Paul Jones

I thank the School of Technology and Management – Porto Polytechnic for the institutional support, in particular to my colleagues in the Business Sciences department for their enthusiasm and constant willingness to help. I also thank to my family and close friends, for their honest support throughout life.

This work has been supported by national funds through FCT – Fundação para a Ciência e Tecnologia through project UIDB/04728/2020.

Vítor Braga

I would like to thank all the contributors to the book including authors, reviewers and the publishing team for their efforts in taking this book to completion.

Eduardo Parra-López