Fostering innovation in Algerian artisanal crafts: The impact of cluster development in Constantine and Batna

Ouardia Laoudj (), Yasmine Krim () and Mehdi Bouchetara ()
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Ouardia Laoudj: School of commercial high studies, Tipaza, Algeria
Yasmine Krim: National Higher School of Management, Tipaza, Algeria
Mehdi Bouchetara: Higher National School of Management, Tipaza, Algeria

Marketing Science & Inspirations, 2024, vol. 19, issue 3, 32-50

Abstract: This article explores the cluster approach as a lever to stimulate innovation and entrepreneurship in the artisanal crafts sector in Algeria, focusing specifically on the clusters of brass artisans in Constantine and jewelry artisans in Batna, two departments in Algeria. Drawing on Richard Florida's „3Ts“ model (Technology, Talent and Tolerance), the study analyzes how belonging to a cluster can enable artisans to acquire innovation capabilities and undertake collective projects. The methodology used in this research is a field survey conducted during the 21st International Traditional Crafts Fair in Algeria. The sample consists of 228 artisans, representing 30% of the fair's participants, with a distribution of 46% women and 54% men. Data were collected using a structured questionnaire based on the three key innovation factors defined by the „3Ts“ model. The data were then analyzed using descriptive analysis and cross-tabulation techniques. The results indicate that while artisans remain attached to traditional methods, they recognize the importance of innovation in preserving and promoting their craftsmanship. However, the adoption of information and communication technologies is limited, highlighting a need for increased training. The study also demonstrates the potential of clusters to enhance collaboration among artisans, facilitate knowledge exchange and improve their competitiveness in the global market. Finally, the article underscores the importance of protecting artisanal creativity through collective marks and geographical indications.

Keywords: cluster approach; innovation; artistic crafts; creative economy; Algeria; 3Ts model (search for similar items in EconPapers)
JEL-codes: M31 O34 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:19:y:2024:i:3:p:32-50

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