Market orientation and the craftsperson

Abstract

In light of critiques of structured studies of market orientation in firms, this paper reports on a qualitative investigation of market orientation amongst craftspersons. Behaviour is conceptualised as the result of interactions between individuals' value sets, goals, perceptions and activities. Following examination of the theory that the distinct value sets of craftspersons render them unlikely to behave in a market oriented way, the methods and results of an empirical study of craft food producers are reported. The study finds that participants strongly perceived themselves as prioritising non‐commercial, lifestyle‐oriented goals. At the same time, however, much evidence was found of market oriented tendencies and the desire to pursue commercial ambitions. Analysis proposes that the specialist niche markets in which these participants find themselves mean that adherence to “craft” principles positively contributes to marketing advantage and achievement of commercial goals. The implications for market orientation research are discussed.

Citation

Tregear, A. (2003), "Market orientation and the craftsperson", European Journal of Marketing, Vol. 37 No. 11/12, pp. 1621-1635. https://doi.org/10.1108/03090560310495384