Artisan entrepreneurship in a digital world

Binti Zulkifli, Noor Syerie Rahayu (2026) Artisan entrepreneurship in a digital world. PhD thesis, University of Glasgow.

Abstract

Artisan entrepreneurship, long associated with tradition, lifestyle motivations, and resistance to change, is undergoing a transformative shift in the digital world. No longer passive or digitally indifferent, many artisan entrepreneurs are now embracing digital tools with purpose, strategic intent, and global ambition. This thesis explores how artisan entrepreneurs in emerging economies, with a particular focus on Malaysia, navigate this transformative shift and challenge conventional assumptions about their role in digital economies.
Guided by Nambisan’s (2017) digital entrepreneurship framework, the study examines how digital artefacts, platforms, and infrastructures shape artisans’ identity formation, business strategies, and cultural expression. Rather than treating digital engagement as purely instrumental, this research highlights its emotional, symbolic, and context-specific dimensions.
The central research question is: How do artisan entrepreneurs in an emerging economy negotiate and experience digital entrepreneurship? A mixed-methods approach was employed. A preliminary survey helped map the landscape and identify suitable interview participants, followed by 25 in-depth, semi-structured interviews with artisan entrepreneurs. These interviews explored their lived experiences, digital strategies, and ongoing negotiations around visibility, value, and identity online.
Thematic analysis revealed four key findings: (1) artisans actively challenge traditional stereotypes, positioning themselves as globally minded entrepreneurs who integrate cultural heritage with commercial ambition; (2) they operate independently, often without institutional support; (3) they engage with digital platforms selectively, aligning strategies with personal values and brand identity; and (4) they face emotional and structural challenges, including platform dependency, cultural misrepresentation, financial insecurity, and burnout.
This thesis contributes to both digital and artisan entrepreneurship scholarship by foregrounding the agency, creativity, and resilience of artisan entrepreneurs in emerging economies. Theoretically, it extends digital entrepreneurship beyond high-growth and tech-dominated contexts by showing how artisans’ appropriate digital infrastructures to sustain, scale, and reimagine their businesses without losing the cultural integrity and individuality that defines them as artisans. Practically, it offers insights for policy, support systems, and platform design better attuned to the realities of small -scale
creative entrepreneurs in the digital world.

• Item Type: Thesis (PhD)
• Qualification Level: Doctoral
• Additional Information: Supported by funding from the Malaysian government.
• Subjects: H Social Sciences > HF Commerce
• Colleges/Schools: College of Social Sciences > Adam Smith Business School > Management
• Funder's Name: Malaysian government
• Supervisor's Name: Fletcher, Professor Margaret and Mason, Professor Colin
• Date of Award: 2026
• Depositing User: Theses Team
• Unique ID: glathesis:2026-86162
• Copyright: Copyright of this thesis is held by the author.
• Date Deposited: 14 Aug 2026 15:33
• Last Modified: 14 Aug 2026 15:37
• Thesis DOI: 10.5525/gla.thesis.86162
• URI: https://theses.gla.ac.uk/id/eprint/86162