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Craft Retailers’ Criteria for Success and Associated Business Strategies

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  • Rosalind C. Paige
  • Mary A. Littrell

Abstract

This research was designed to fill the void in understanding how art–related retailers define and achieve success. A two–phase data collection process was implemented. Preliminary personal interviews were conducted with 12 craft retailers followed by a mailed survey to 1000 craft retailers in nine southeastern U.S. states. Factor analysis was employed to reduce the number of items for defining success. Cluster analysis followed to develop empirical groupings of craft retail businesses based on the success factor scores, of which four different groups were identified. Multivariate analysis of variance (MANOVA) and analysis of variance (ANOVA) were used to compare retail clusters related to business strategy variables of competitive strategies, product assortment, pricing, and distribution strategies, and networking activities. Significant differences were found in the craft retailers’ business strategies used to achieve success. Craft retail entrepreneurs were found to define success with both traditional criteria such as profit and growth and also with intrinsic factors such as personal satisfaction and the opportunity to elevate the craft tradition. Successful small craft retail firms offered more focused product assortments of specialized craft products, implemented more differentiated strategies of stocking unique crafts in their assortments, as well as offering unique services to educate consumers about crafts, craft artisans, and a region’s culture. Craft retailers who reported greater success did not engage in competitive pricing. Collaborative strategies included networking among family, friends, and business peers.

Suggested Citation

  • Rosalind C. Paige & Mary A. Littrell, 2002. "Craft Retailers’ Criteria for Success and Associated Business Strategies," Journal of Small Business Management, Taylor & Francis Journals, vol. 40(4), pages 314-331, October.
    • Handle: RePEc:taf:ujbmxx:v:40:y:2002:i:4:p:314-331
    DOI: 10.1111/1540-627X.00060
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    Cited by:

    1. Fabien Eymas & Faouzi Bensebaa, 2021. "Competitive strategies of small independent retailers," Post-Print hal-03960130, HAL.
    2. Bach Q. Ho, 2024. "Customers’ Prior Knowledge in the Servitization of Traditional Handicrafts," Businesses, MDPI, vol. 4(1), pages 1-11, February.
    3. Uswatun Hasanah & Badri Munir Sukoco & Elisabeth Supriharyanti & Wann-Yih Wu, 2023. "Fifty years of artisan entrepreneurship: a systematic literature review," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-25, December.
    4. Lee, Jaeha & Park, Kwangsoo, 2024. "The effects of hedonic shopping values on loyalty towards small retailers: The moderating role of trust," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    5. Viriya Taecharungroj & Dissatat Prasertsakul, 2023. "Placeful Business: Reimagining a Small Business Concept That Embraces and Enriches Places," Sustainability, MDPI, vol. 15(12), pages 1-19, June.
    6. Fabien Eymas & Faouzi Bensebaa, 2021. "Petits distributeurs indépendants : de l’évitement à l’indifférence concurrentielle ?," Post-Print hal-03960110, HAL.
    7. Ibrahim A. Elshaer & Ahmad M. AboAlkhair & Sameh Fayyad & Alaa M. S. Azazz, 2023. "Post-COVID-19 Family Micro-Business Resources and Agritourism Performance: A Two-Mediated Moderated Quantitative-Based Model with a PLS-SEM Data Analysis Method," Mathematics, MDPI, vol. 11(2), pages 1-15, January.

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