Marketing networks as a form of strategic alliance among craft enterprises

Ann M. Torres

44 citations0/0 files storedInternational Journal of Nonprofit and Voluntary Sector Marketing

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Business Strategy and Innovation Entrepreneurship Studies and Influences Innovation and Knowledge Management

Abstract

Abstract Craft enterprises are a unique form of small and medium‐sized enterprise (SME) and represent an amalgam between the manufacture of products and the fulfilment of artistic vision. Craft enterprises typically have insufficient resources, inadequate access to specialised expertise and limited opportunities to make an impact on the marketplace. One way to redress these limitations and to improve the competitive position of craft enterprises is by forming networks, or cooperative alliances. The case study of ‘Homethrown’, a successful marketing network for potters, provides insight into the advantages and limitations of this type of strategic alliance, as well as guidelines for fostering cooperation and moderating conflict. Copyright © 2002 Henry Stewart Publications

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References

1994The Capabilities of Market-Driven Organizations 1992The Changing Role of Marketing in the Corporation 2001SME marketing in practice 2013Managing Business Relationships 1993A theory of global strategic alliances: The case of the global auto industry 2001An overview of strategic alliances 2000Managing partnerships and strategic alliances: raising the odds of success 1990Some Exploratory Models for Assessing Small Firms′ Marketing Performance (A Qualitative Approach)

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2009Strategic alliances between microfirms 2019How does customer and supplier cooperation in micro-enterprises affect innovation? Evidence from Pakistani handicraft micro-enterprises 2019Vertical Co-operation in Creative Micro-Enterprises: A Case Study of Textile Crafts of Matiari District, Pakistan

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