English
The singularity of arts and crafts products is the result of an entrepreneurial strategy. By laying the emphasis on quality, artist-craftsmen protect themselves from the industry’s competition and the amateurs’ one on the market. They can thus account for high sale prices bearing their substantial production costs. That is why they commit themselves to a campaign of persuasion and implement market devices to promote their specificities as producers, displaying them as essential purchasing criteria for consumers.
Keywords
- artist-craftsmen
- entrepreneurship
- market
- quality
- devices
