Social embedding, artisanal markets and cultural fields: Quality, value and marketing in the cases of new wave custom motorcycles and boutique guitar pedals
(2022)
Book Chapter
Mulholland, J., & Webb, P. (2022). Social embedding, artisanal markets and cultural fields: Quality, value and marketing in the cases of new wave custom motorcycles and boutique guitar pedals. In J. Mulholland, A. Ricci, & M. Massi (Eds.), The Artisan Brand: Entrepreneurship and Marketing in Contemporary Craft Economies (42-62). Cheltenham: Edward Elgar
Taking two case studies of artisanal production (new wave custom motorcycles and boutique guitar pedals), this chapter argues for the value of adopting a social embedding perspective for understanding artisanal markets. Specifically, it claims that w... Read More about Social embedding, artisanal markets and cultural fields: Quality, value and marketing in the cases of new wave custom motorcycles and boutique guitar pedals.