Strategic entrepreneurship research has long focused on high growth and wealth maximization in the creation of primarily economic value. As such, it has largely overlooked craft entrepreneurs, who prioritize skill, materiality, and immersive action in creating broader forms of value. Deep engagement with materials, alongside daily aesthetic (sensory, tacit, embodied) practices are key to how craft entrepreneurs create unique value and strengthen competitive distinction. Drawing on ethnographic data from two craft-based settings, we abductively generated three dimensions and associated tensions by which craft entrepreneurs leverage aesthetics for strategic entrepreneuring: materializing, enchanting, empathizing. Our key contribution is to unpack the embodied—and very human—processes by which craft entrepreneurs imagine and give life to unique offerings while creating distinctive value for both themselves and their stakeholders.

中文翻译：

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真、狂、深：战略创业与手工艺企业家的审美实践


战略创业研究长期以来一直专注于创造主要经济价值的高增长和财富最大化。因此，它在很大程度上忽视了手工艺企业家，他们在创造更广泛的价值形式时优先考虑技能、物质性和身临其境的行动。对材料的深入参与以及日常审美（感官、默契、体现）实践是手工艺企业家如何创造独特价值和增强竞争优势的关键。利用来自两种基于手工艺的环境的民族志数据，我们归纳生成了手工艺企业家利用美学进行战略创业的三个维度和相关张力：物质化、迷人、移情。我们的主要贡献是解开工艺企业家想象的具体且非常人性化的流程，并为独特的产品赋予生命，同时为他们自己和利益相关者创造独特的价值。