E-business model for the artisan sector: analysis of the digital marketing strategy for its development

Abstract

This paper explores the possibilities to reactivate the local craft sector, which has suffered a deep recession, mostly because their traditional selling methods have been threatened by economic and environmental factors determined by PESTEL´s analysis. This facts have resulted for crafters in going out of business altogether during the last two quarters of 2020; and is the reason why, producers demand urgent new business initiatives in order to adapt to this new environment.

As a result of this, this paper tries to give a solution by analysing new business models and marketing strategies in line with the following two components. Firstly, it identifies the environment in which the craft sector operates and secondly, the required adaptations to the digital era.

Lastly, it draws a business strategy based on the concepts of E-business and Digital Marketing, that will be put into practice with help and support of the local students of Business Administration, which will be their contribution aiming to give a window for the craft industry of Alausí.