Craft-based firms can project authenticity through credibly and visibly communicating their identity — but not through overt means
Consumers are drawn to authenticity when it comes to craft-based firms, and a new study published in the Strategic Entrepreneurship Journal explores what factors can help give credence to such a quality.
The study, authored by Stanislav D. Dobrev of the University of Wisconsin-Milwaukee and J. Cameron Verhaal of Tulane University, looked at how managers in identity-driven markets are challenged to maintain their authenticity as their company’s scale of operations expands. In such craft industries, the authors note, ...







