How craft-based firms project authenticity through credibly and visibly communicating their identity
Consumers are drawn to authenticity when it comes to craft-based firms, and a study published in the Strategic Entrepreneurship Journal explores what factors can help give credence to such a quality.
It all starts with an unassuming green notebook. "The Authenticity Project" asks the question: how well do you know the people around you, and how well do they know you? Do you know your neighbors' ...
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 ...
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