The resurgence of craft retailing: marketing and branding strategies in the food and beverage sector

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

Abstract

The twentieth century saw a decline in the social prestige and role of shopkeepers, stripped of their historical double function of retailers and artisans. Indeed, they lost their role as cultural actors, becoming relegated to mere economic intermediaries between mass production and consumers. However, recently the demise of Fordist economy and the development of the neo-craft industries paved the way to a resurgence of artisanal retailing, which relevance is confirmed both by a peculiar category of workers and shops and by the permeating brand of artisanal production in retailing. This chapter firstly contextualises and explains the cultural and economic processes that made this resurgence possible. Then, based on ethnographic research composed of participant observation notes and interviews with food and beverage micro-entrepreneurs, analyses the fundamental features of marketing and branding strategies enacted in the food and beverage neo-craft retailing.
Original languageEnglish
Title of host publicationThe Artisan Brand
Subtitle of host publicationEntrepreneurship and Marketing in Contemporary Craft Economies
EditorsJon Mulholland, Alessandra Ricci, Marta Massi
PublisherEdward Elgar Publishing Ltd.
Chapter12
Pages193-208
Number of pages16
ISBN (Electronic)9781839106132
ISBN (Print)9781839106125
DOIs
Publication statusPublished - 7 Oct 2022

Publication series

NameNew Horizons in Marketing series
PublisherEdward Elgar Publishing Ltd.

Keywords

  • craft
  • retailing
  • Marketing
  • Fordism
  • Food
  • branding

Fingerprint

Dive into the research topics of 'The resurgence of craft retailing: marketing and branding strategies in the food and beverage sector'. Together they form a unique fingerprint.

Cite this