Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/15595
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: The impact of aesthetics on the Celtic craft market
Authors: Fillis, Ian
Contact Email: i.r.fillis@stir.ac.uk
Keywords: aesthetics
artisans
creativity
marketing
entrepreneurship
crafts
consumption
Issue Date: May-2014
Publisher: Taylor and Francis
Citation: Fillis I (2014) The impact of aesthetics on the Celtic craft market, Consumption, Markets and Culture, 17 (3), pp. 274-294.
Abstract: Drawing on data from the Celtic craft sector, this paper uses aesthetics as a critical lens in explaining how small firms develop particular styles of marketing in order to survive and grow. This approach has not previously been adopted in explaining small business marketing behaviour, although there is a growing history of its use in the wider management and organisational arena. Interpretation of qualitative data from the UK and the Republic of Ireland has enabled the construction of a typology of different styles of marketing by craft firm owner/managers which also confirms the heterogeneous nature of the small business sector. Aesthetic profiling helps explain why some craft firms follow market demand, while others pursue market creation activities. A key outcome is the need to acknowledge the impact of aesthetic processes on small business marketing decision making. Investigation of the Celtic aesthetic informs how these processes are shaped through the development of a particular type of marketing grounded in creativity, intuition and opportunity recognition. Wider consumption, markets and cultural implications are also evaluated in terms of decision and meaning making in the cultural production process; the connections between critical marketing and aesthetics as ways of challenging marketing concepts and practices; how aesthetics contributes to entrepreneurial marketing; and finally how craft and the Celtic lens uncover wider connections with cultural production.
Type: Journal Article
URI: http://hdl.handle.net/1893/15595
DOI Link: http://dx.doi.org/10.1080/10253866.2013.763603
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Marketing and Retail Division

Files in This Item:
File Description SizeFormat 
Consumption Markets and Culture 2014.pdf229.93 kBAdobe PDFUnder Embargo until 31/12/2999     Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependant on the depositor still being contactable at their original email address.

This item is protected by original copyright



Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.