Peer-Reviewed Journal Details
Mandatory Fields
Torres, A.M.
2002
August
Journal Of Non Profit & Public Sector Marketing
Marketing Networks as a Form of Strategic Alliance among Craft Enterprises in Journal of Nonprofit & Voluntary Sector Marketing
Published
()
Optional Fields
MARKETING STRATEGIC alliances (Business) HANDICRAFT industries SMALL business
7
3
229
243
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
1465-4520
Grant Details
Publication Themes