Product innovation, marketing strategies and local government support to handicraft industry in Ilocos Region: Inputs for local product development framework

Joan Marie S Guzman · Jennie Margaret M Apritado

1 citations0/0 files storedInternational Journal of Research Studies in Management

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Crafts, Textile, and Design Business Strategies and Innovation SMEs Development and Digital Marketing

Abstract

Handicrafts, may boost economies worldwide.Furthermore, traditional craftsmanship is a crucial aspect of the cultural assets of a province.Hence, the researcher intended to determine the product innovation, marketing strategies, and local government support for handicrafts industry in Ilocos Region.It tested the significant difference in responses when grouped according to firmographic profile.The researcher used quantitative descriptive research method using an adapted survey questionnaire among the 402 Department of Trade Industry (DTI) registered local product businesses and souvenir shop owners, sellers, and workers in the handicraft industry.Further, Frequency, Percentage Distribution, weighted mean, ranking and Pairwise Comparison Test and Kruskal Wallis Test were used as statistical tools.The study concluded that most respondents are the owners and had been operating for 16-20 years with ten customers daily and below.Results revealed that in terms of product innovation, the local products industry is open to new handicraft developments and to achieve competitiveness.While in terms of marketing strategies, Ilocano artisans agreed that the 7ps of marketing play a significant role in this industry because the performance of existing strategies used for marketing handicrafts is far from satisfaction.Relatively, the respondent expressed their agreement on the impact of local government support on their businesses.In addition, there was a significant difference when grouped according to profile.With this, the research paper proposed a framework for local product development in the Ilocos Region founded on the result of the study and provided relevant recommendations.

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References

2020Sustainable development of micro firms: examining the effects of cooperation on handicraft firm's performance through innovation capability 2020Renewing a dysfunctional innovation ecosystem: The case of the Lalejin ceramics and pottery 2022Exploring the culture–creativity–innovation triad in the handicraft industry using an interpretive approach 2023Crafts as a key factor in local development: Bibliometric analysis 2018The role of design in sustainable development of handicraft industries 2014Marketing challenges of handicraft retailers in changing environment 2023Design of digital environments to enhance handicraft co-learning experiences

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