Grauso, Ludovica (A.A. 2024/2025) From tradition to innovation: exploring the role of craftsmanship in the contemporary luxury with E. Marinella. Tesi di Laurea in Marketing at the bottom of the pyramid, Luiss Guido Carli, relatore Emanuela Stagno, pp. 63. [Master's Degree Thesis]

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Abstract/Index

Craftsmanship. The origins of craftsmanship. Craftsmanship as cultural heritage. Identity and craftsmanship between local and global. The figure of the craftsman. The artisan workshop and micro-enterprise. Artisan excellence and the concept of quality. Between tradition and innovation. Craftsmanship in the contemporary era. New challenges and new opportunities. Sustainability and craftsmanship: a strategic alliance. Competitive environment. Target of the artisan market. Growing market segments in the industry. The Neapolitan craft context. Case study: E. Marinella. The origins of the brand. History and values. A successful family business. Strategic evolution: innovation, internationalization and sustainability. The voice of the company: the exclusive interview with E. Marinella. Visit to the E. Marinella workshop: craftsmanship up close. What can we learn from the E. Marinella case study?

References

Bibliografia: pp. 61-63.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Strategic Management Digital (LM-77)
Chair:	Marketing at the bottom of the pyramid
Thesis Supervisor:	Stagno, Emanuela
Thesis Co-Supervisor:	Jell-Ojobor, Maria
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	11 Feb 2026 15:01
Last Modified:	11 Feb 2026 15:01
URI:	https://tesi.luiss.it/id/eprint/44794

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