Activity of master craftsmen in Latvia

Abstract

In the regions of Latvia, there is still a huge under-researched and unused resource -crafts.Its products are represented by small entrepreneurs who operate according to the Law on Commercial Activity.Accounting of craftsmen's data is performed by the Latvian Chamber of Crafts (LCC).Crafts is not separated as a statistical unit in Latvia.Demand for crafts manufactured products is significant; the supply is wide as well.Crafts is a valuable cultural, social and historical asset, which encourages creation of income and economic development, especially in rural districts and at the regional level.Crafts as a cultural and social asset requires a development strategy.Market globalization reduces the geographical distance of the consumers and the producers of the crafts products, and it is directly linked with the use of internet technology.The present research summarizes crafts activity in Latvia, analyses the use of marketing instruments by master craftsmen.The results revealed the professional experience of the master craftsmen -26 years on average, which indicates to a serious problem of master craftsmen's aging and the insufficient master craftsmen's ability to apply modern technology to promote their products and services.

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