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Article
Publication date: 8 September 2021

Sriparna Guha, Anirban Mandal and Fedric Kujur

First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and…

Abstract

Purpose

First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products.

Design/methodology/approach

This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach.

Findings

The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment.

Practical implications

The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products.

Originality/value

The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.

Details

Journal of Research in Marketing and Entrepreneurship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 5 July 2021

Mohsin Shafi, Yongzhong Yang, Zoya , Liu Junrong, Imran Ur Rahman and Hina Fatima

Though certain characteristics of micro-firms affect the likelihood of their participation in external relationships, how cooperation in craft enterprises differs from low…

Abstract

Purpose

Though certain characteristics of micro-firms affect the likelihood of their participation in external relationships, how cooperation in craft enterprises differs from low and high-tech enterprises has not been investigated yet. Therefore, this study aims to fill the above gap in the literature.

Design/methodology/approach

This study adopts a descriptive approach by extensively reviewing relevant literature to explore the unique characteristics and nature of micro-firm's co-operative behavior. The theoretical approach of this research is grounded in resource-based view and dynamic capabilities theories.

Findings

This study finds that handicraft micro-firms possess special and unique characteristics that differentiate them from low- and high-tech firms. Further, handicraft micro-firms' co-operative behavior also differs from other firms in terms of cooperation motives, breadth, depth and factors that inhibit or promote cooperation. Additionally, in small handicraft firms, the co-operation is more informal, personal and through social networks, whereas in the corporate sector, it is more formal, direct and through supply chains. This study also argues that contrary to handicraft and low-tech firms, high-tech firms are more likely to cooperate with external partners and invest heavily in R&D for new product development (often radical in nature).

Originality/value

This study enriches our understanding of handicraft micro-firms' special and unique characteristics that differentiate them from low- and high-tech micro-firms. This research also provides in-depth knowledge to understand the handicraft micro-firms’ co-operative behavior and how it differs from low- and high-tech firms.

Details

Journal of Enterprising Communities: People and Places in the Global Economy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6204

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Article
Publication date: 1 December 2020

Mohsin Shafi, Lixi Yin, Yue Yuan and Zoya

This study aims to examine issues affecting the growth and survival of traditional handicraft enterprising community in Pakistan, and analyzes their strengths, weaknesses…

Abstract

Purpose

This study aims to examine issues affecting the growth and survival of traditional handicraft enterprising community in Pakistan, and analyzes their strengths, weaknesses, opportunities and threats, as well as develops strategic solutions to overcome the problems identified for their revival.

Design/methodology/approach

This exploratory study is based on a descriptive approach because it attempts to investigate the critical issues faced by traditional handicraft enterprising community. To operationalize the theoretical approach, this paper used a SWOT analysis of craft enterprising community. After thoroughly reviewing relevant literature, this study put forward strategic solutions for the revival of the traditional enterprising community. Moreover, secondary data on employment and gender wage gap were used to provide empirical evidence of the issues identified and emphasize the importance of strategic solutions.

Findings

This study found that traditional handicraft producers are facing many problems that hinder their survival and growth. This paper, therefore, makes some essential strategic recommendations on how to overcome these issues. The current research argues that Pakistan’s handicraft industry must be revived; else, centuries-old traditional culture and patrimonial knowledge will vanish. Moreover, there is a need to attract foreign investment to overcome resource limitations and improve the competitive capability of the enterprising community. Notably, government intervention is necessary for the revival of the traditional handicraft industry.

Originality/value

This study provides in-depth knowledge of issues faced by the Pakistani traditional handicraft enterprising community and suggests possible strategic solutions for the problems identified. Unlike previous studies, this research also discusses the essential characteristics of traditional handicrafts that differentiate them from identical mechanized products.

Details

Journal of Enterprising Communities: People and Places in the Global Economy, vol. 15 no. 4
Type: Research Article
ISSN: 1750-6204

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Article
Publication date: 20 July 2020

Mohsin Shafi

Despite their economic and cultural significance, the growth of handicraft micro firms is vulnerable, given their small size and resource limitations. By examining the…

Abstract

Purpose

Despite 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/approach

Data 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.

Findings

The 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/value

This 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.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Content available
Article
Publication date: 9 December 2019

Luong Anh Thu, Sun Fang and Sham Sunder Kessani

The purpose of this paper is to investigate the factors that affect handicraft export from Vietnam to trading partners in the period 2007–2017, and how those factors…

Abstract

Purpose

The purpose of this paper is to investigate the factors that affect handicraft export from Vietnam to trading partners in the period 2007–2017, and how those factors influence the export of handicraft products of Vietnam.

Design/methodology/approach

The research uses the approach of gravity model based on panel data to evaluate the export of Vietnamese handicraft to 50 main trading partners, covering the period from 2007 to 2017.

Findings

The estimated results reveal that Vietnam’s GDP, importer’s GDP, trading partner’s population, Vietnam’s inflation, the economic distance between Vietnam and importer, the openness of Vietnam, importing country’s common language and the issue that both Vietnam and importer are member of APEC are the main factors affecting Vietnamese handicraft export.

Research limitations/implications

This study also has some limitations. It is limited in the data, as some other areas in the world have not been observed and included in the research. In the future, a study with large-scale data of space and time should be conducted, which will certainly give a universal result and fewer errors. However, this paper, in our opinion, provides a significant result and may help the government and policy makers to undertake appropriate measures to improve and promote the export of Vietnamese handicrafts to the world markets.

Practical implications

The research describes the current situation, and it studies factors influencing Vietnam’s handicraft export using the qualitative analysis. The result should be useful for the policy maker and enterprises to promote export activities of Vietnamese handicrafts to international markets.

Social implications

Handicraft export of Vietnam plays an important part in retaining the culture value and social development as well as encouraging sustainable development for the rural poor within the country.

Originality/value

The past research related to Vietnamese handicraft export almost analyzed the situation to promote export handicrafts. This research is based on the study of factors affecting trade and the gravity model to elaborate and supplement the factors that affect the export of handicraft in accordance with the actual conditions of Vietnam.

Details

Journal of Economics and Development, vol. 21 no. 2
Type: Research Article
ISSN: 2632-5330

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Article
Publication date: 1 January 2001

Madeline Berma

The Iban are the largest ethnic group in Sarawak. This paper analyses their participation in one of the most common forms of rural non‐agricultural activities in Sarawak…

Abstract

The Iban are the largest ethnic group in Sarawak. This paper analyses their participation in one of the most common forms of rural non‐agricultural activities in Sarawak, namely commercial handicraft production (CHP). Traditionally, the Iban produce handicrafts for personal use. With the introduction of the Iban to the cash economy, the presence of demand for their handicrafts, and the growing insecurities in the rural economy one would expect Iban craftspersons to participate actively in RNAE and produce handicrafts for commercial purposes. Some Iban craftspersons have taken up CHP, while others have not. Some have achieved economic “success” while others have failed. This suggests that there are different responses to, and impact of non‐agricultural activities (particularly CHP) on the Iban in rural Sarawak. This paper addresses the following key questions: What are the factors preventing rural communities from taking up and/or succeeding in RNAE, particularly commercial handicraft production? Is it due to the lack of willingness among Iban craftspersons to participate in commercial activities? Is it due to limited access to market and institutional support? This paper is based on a survey conducted on 200 Iban craftspersons from eleven longhouses in Kapit Division, Sarawak between 1993 until 1996

Details

Humanomics, vol. 17 no. 1
Type: Research Article
ISSN: 0828-8666

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Article
Publication date: 7 October 2014

Suwastika Naidu, Anand Chand and Paul Southgate

– The purpose of this paper is to examine the determinants of innovation in handicraft industry of Fiji and Tonga.

Abstract

Purpose

The purpose of this paper is to examine the determinants of innovation in handicraft industry of Fiji and Tonga.

Design/methodology/approach

Data for this study was collected via face-to-face interviews with handicraft sellers in Fiji and Tonga. In total, 368 interviews were conducted in Fiji and Tonga out of which, 48 was from Tonga and 320 was from Fiji.

Findings

The results of this study show that eight factors; namely, value adding, design uniqueness, new product development, cultural uniqueness, advanced technology, experience of owner, ability of owner to adapt to trends in market and quality of raw materials have significant impact on level of innovation in handicraft industry of Fiji and Tonga.

Originality/value

To date, none of the existing studies have examined determinants of innovation in handicraft industry of the Pacific Island countries. This is a pioneering study that examines determinants of innovation in handicraft industry of Fiji and Tonga.

Details

Journal of Enterprising Communities: People and Places in the Global Economy, vol. 8 no. 4
Type: Research Article
ISSN: 1750-6204

Keywords

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Book part
Publication date: 1 September 2008

Jennifer S. Esperanza

This chapter examines the commercial handicrafts market from Bali, Indonesia to the United States. Using ethnographic examples gathered from research among handicrafts

Abstract

This chapter examines the commercial handicrafts market from Bali, Indonesia to the United States. Using ethnographic examples gathered from research among handicrafts producers, fair trade activists and handicrafts distributors I explore the influence of intermediaries (buyers, distributors, designers) in determining the cultural and economic value of ethnic handicrafts sold in the international marketplace. Over the past two decades, the village of Tegallalang has diversified its crafts industry to specialize in the mass-production of non-Balinese “ethnic art” (e.g., Native American dreamcatchers, Moroccan furniture, and African masks). While Balinese view the global handicrafts market as an opportunity to pursue cosmopolitan, modern, and middle-class identities, this chapter discusses how non-Balinese intermediaries regularly engage in forms of cultural capital that assert their dominance over handicrafts producers in the global South. The work of a Balinese fair trade organization is also examined in this chapter, and their efforts to redirect consumer attention away from the ethnocentric categories of authenticity and tradition and instead focus on workers’ rights and fair compensation.

Details

Hidden Hands in the Market: Ethnographies of Fair Trade, Ethical Consumption, and Corporate Social Responsibility
Type: Book
ISBN: 978-1-84855-059-9

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Article
Publication date: 14 September 2018

Carla Susana Marques, Gina Santos, Vanessa Ratten and Ana B. Barros

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…

Abstract

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.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 25 no. 4
Type: Research Article
ISSN: 1355-2554

Keywords

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Abstract

Subject area

International marketing/export marketing.

Study level/applicability

This case is appropriate for discussion in courses such as international marketing and export marketing of post graduate studies in management. The case can also be used for management development programmes concerning practising managers.

Case overview

The case is based on export marketing strategy with special focus on developing strong buyer (customer) relationships and the associated challenges of a trading company, The Handicrafts and Handlooms Exports Corporation of India Ltd (HHEC). The corporation primarily engages in export of handlooms and handicraft products from India. Since 2005-06 the corporation has been incurring losses and it was only in 2010-11 that the corporation has registered a positive net profit.

Expected learning outcomes

To understand the appropriate strategies for buyer retention; to understand appropriate promotion strategies of non-essential items like handicraft, handloom and carpets; and to help students in making decisions for export marketing like understanding product characteristic, development of samples, procurement of products, vendor management, and pricing decisions.

Supplementary materials

Teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 2 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

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