An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.An investigation into the logic of artisan product innovation: An institutional logics perspective.
MINISTRY OF EDUCATION AND TRAINING NATIONAL ECONOMICS UNIVERSITY THE RESEARCH PROJECT HAS BEEN CONDUCTED AT THE NATIONAL ECONOMICS UNIVERSITY Supervisor: PROF.DR NGUYEN THI TUYET MAI DR NGUYEN QUYNH HOA NGUYEN VAN DAI Reviewers: 1: Assoc Prof Nguyen Ngoc Thang AN INVESTIGATION INTO THE LOGIC OF ARTISAN PRODUCT INNOVATION: AN INSTITUTIONAL LOGICS PERSPECTIVE 2: Dr Nguyen Hoai Nam 3: Assoc Prof Le Thai Phong The dissertation defense at the university level at National Economics University On: ……………………………… PHD DISSERTATION SUMMARY The dissertation is archived at: - The National Library of Vietnam - The Library of National Economics University HANOI - 2023 INTRODUCTION Rationale of the research As stated by Ibn Khaldun (1332-1406), a well-known Arabian philosopher, “Blindly following ancient customs and traditions doesn’t mean that the dead are alive, but that the living are dead.” He was among the ones who early concerned not only about the perpetuation of traditions but also about consequences of inertia anchored to such traditions His concern speaks volume about the need of change, the initial form of innovation Product innovation is a much-researched topic in the literature and it is important to businesses in various ways Production innovation can boost survivability and competitiveness of business in a competitive market (Holt, 2002) It helps business improve performance (Prajogo, 2006), sale and profit (Forés & Camisón, 2016) Compared to process innovation, product innovation prevails regarding productivity growth (Peters et al., 2017), revenue productivity (Hall, 2011), and demand boosting (Jaumandreu & Mairesse, 2017) Despite the significance of product innovation in business and management literature, it has not been a fashionable theme in artisan business literature compared to themes such as collaboration, value, competition, growth, and capital (Pret & Cogan, 2019) Whilst, business has also been overlooked in the mainstream of business and management literature (Pret & Cogan, 2019) Further, the key studies on business have disproportionately analysed Western countries rather than developing countries where make a case for researchers to see actions of artisan businesses In contrast, the existing literature has given a varied nature of innovation in business (Girón et al., 2007; Väänänen & Pöllänen, 2020) Along with a very long history, the nature of craft is varied from pure craft, technical craft to creative craft which are divided into traditional craft and industrialized craft (Kroezen et al., 2021) While pure craft strongly emphasizes human labor, skills and passion, local tradition, and low interest in the market, the technical craft is characterized by a moderate interest in professionalism and the market, with great importance on mechanization Creative craft focuses more on aesthetics and creativity The craft can become a national identity beyond the place of origin (Costin, 1998; Scrase, 2003) Product innovation is driven by many forces Some studies focused on market factors such as competition, Customers, materials, and technology (Chang & Chen, 2014; Vega-Jurado et al., 2008; Zhang & Duan, 2010) In contrast, some scholars mainly focused on intangible factors such as national culture (Evanschitzky et al., 2012) or institution (Tebaldi & Elmslie, 2013) Unfortunately, a gap in the current literature is that if the business is simultaneously facing great but different pressures from the market (e.g customer taste and competition) and the inertia of institutional factors, (e.g traditional values), how will products change? Such a puzzle is still left unanswered by the current literature, particularly business (Pret & Cogan, 2019) From a theoretical view, since the call from Thornton and Ocasio (2008), key scholars in this field, refering to consideration of the role of identity in the institutional logics perspective to better understand how agents manage logics, the extant literature has left it unexplored (Onishi, 2019) The existing literature emphasizes that institutional logics perspective widens the room for further discussion and explanation of how entities change their practices As defined by “the socially constructed, historical patterns of material practices, assumptions, values, beliefs, and rules” (Thornton & Ocasio, 1999, p.804), institutional logics help us better understand organizational responses in an institutionalized context because they prescribe the institutional demands or instructions for agents to act upon to avoid the unexpected negative consequence or gain benefits (Pache & Santos, 2010) Unfortunately, we still have a dearth in our understanding of why some agents in a unique context take actions they come up with As concluded by Binder (2007, p.568), “Logics are not purely top-down: real people, in real contexts, with consequential past experiences of their own, play with them, question them, combine them with institutional logics from other domains, take what they can use from them, and make them fit their needs.” We still lack the depth in our understanding in terms of how agents respond to logics strategically and how they confirm who they are in such a process Market logic and artisan logic have been selected for further analysis in the current study to address the puzzle of how product innovation takes place in artisan businesses First, they are well established in the literature Second, the Subject and scope of the research exploration phase in the field with Hoang, Van Anh and Tuc suggests that market The object of the research is the mechanism of API logic and artisan logic are in line with status quo of the researched community where witnesses the simultaneous phenomena including inertia of traditional artisan values passing over generations and the permeation of market rules that replace the old rules of collectivism Bat Trang is a good case for shedding light on product innovation in an Subjects that participate in the current research include ABOs as the main data source in addition to business owners, local artisans and citizens of the selected community and Customers The reason why these research subjects are included will be further explained in detail in the Research Method chapter (Chapter 2) institutionally complex context Not only has part of artisan ceramic products changed over time, but also others have remained unchanged in Bat Trang Selecting artisan business owners as key informants for analyzing product innovation, this study is expected to (i) Identify the level of product innovation among artisan businesses; (ii) Develop an analytical framework to investigate how businesses innovate their product by interweaving product innovation, counter-institutional identity and institutional logics in a more broader and systematic framework Research objectives and questions Research objectives and questions Scope of the research: Scope of space: This is an empirical study selecting artisan businesses in Bat Trang, local artisan ceramic community, in Hanoi, Vietnam Scope of the timeline: primary data collected from 2021 October to 2022 June, in addition to the informal talks and observations conducted before and after this period Scope of content: This PhD dissertation is to (1) identify product innovation at different levels; (2) exploration of logics based on detailed description of logics’ attributes and their compatibility; (3) exploration of entrepreneurial identity and artisan identity; (4) development of an analytical framework for API The general research objective of this PhD dissertation is to develop a framework that builds on an institutional logics perspective to analyse API The general research objective will be broken down further into some specific research objectives: Research objective 1: Identify the extent to which artisan businesses innovate their products Research objective 2: Develop a framework based on institutional logics perspective to understand artisan product innovation Research questions: Research question 1: What is the pattern of product innovation of artisan businesses? Research question 2: How is artisan product innovation grounded in market logic and artisan logic? CHAPTER THEORETICAL FRAMEWORK AND LITERATURE REVIEW 1.1 Key concepts Artisan or craft products are defined as “those produced by artisans, either completely by hand, or with the help of hand tools or even mechanical means, as long as the direct manual contribution of the artisan remains the most substantial component of the finished product These are produced without restriction in terms of quantity and using raw materials from sustainable resources The special nature of artisanal products derives from their distinctive features, which can be utilitarian, aesthetic, artistic, creative, culturally attached, decorative, functional, traditional, religiously and socially symbolic and significant” (UNESCO & ITC, 1997, p.6) Innovation is defined as “a new or improved product or process (or combination thereof) that differs significantly from the unit’s previous products or processes and that has been made available to potential users (product) or brought into use by the unit (process)” (OECD & EUROSTAT, 2018, p.20) Product innovation “can run the gamut from new products and product-line extensions to product improvements and style changes” (Heany, 1983, p.3) Product innovation is important because it is critical to business survival and development and it is found to have more benefits for firms than process innovation Product innovation can be divided into incremental level and radical level Incremental product innovation refers to small and gradual changes over time while radical product innovation includes products that are new to the market (Tidd & Bessant, 2022; OECD, 2018) Institutional logics are defined as “the socially constructed, historical patterns of material practices, assumptions, values, beliefs, and rules by which individuals produce and reproduce their material subsistence, organize time and space, and provide meaning to their social reality” (Thornton & Ocasio, 1999, p.804) Chreim et al (2020, p.1) define counter-institutional identity as “individual and collective constructions of ‘who we are’ that are in strong opposition to dominant values and principles in the field, diverge from roles that are established through socialization and training, and involve practices that are proudly construed in direct contrast to field norms” Two counter-institutional identities include oppositional identity and relational identity 1.2 Sources of product innovation Product innovation can result from a number of sources such as Demand pull (Stoneman et al., 2018), Knowledge and techbology push (Vega-Jurado et al., 2008), learning (Sheng & Chien, 2015), Leadership (Kiewitz et al., 2016), Competition (Acemoglu & Cao, 2015), Institution (Wu, 2013) 1.3 Responses to logics There are two main strategic responses to logics including coupling and decoupling Coupling logics refers to the way in which agents will attempt to either match or follow the demands of logics at once (Dalpiaz et al., 2016; Lindbergh & Schwartz, 2021) while decoupling logics is when “organizations achieve legitimacy through espoused action but remain efficient or consistent through actual action, which enhances their survival prospects.” Jonsson (2017, p.81) 1.4 Logics in artisan business In artisan business, two main logics that will be considered are market logic and artisan logic Market logic is “a core set of ideas, practices, and policy prescriptions that protect the liberty of individuals to pursue their economic interests and embrace free-market solutions to economic and social problems” (Zhao & Wry, 2016) Artisan logic is a specific type of professional logic that refers to the professional values and norms (Scott, 2000; Pettersen & Solstad, 2014) 1.5 Research gap The pattern of artisan product innovation is still under-researched So, it is still a myth in the business literature The existing literature has identified a number of sources of product innovation such as demand (Stoneman et al., 2018; Lewrick et al., 2011), knowledge (Lamperti et al., 2016), leadership (Chang et al., 2015), competition (Gabszewicz & Tarola, 2012), and even institution (Tebaldi & Elmslie, 2013) However, the degrees of artisan product innovation are still unclear Bygballe and Ingemansson (2014) emphasized the need to clarify who undertakes innovation with what types of innovation, how innovation can happen, and why it does not occur or occur He concluded that the current new product strategies of businesses have focused on market-related dimensions, business environment, and internal key capabilities So, the current dissertation will fill the gap by providing more insights into the pattern of API with which it reports on degrees of product innovation in an institutionalized context of artisanship As stated in the literature review above, the existing literature has ignored the promising phenomenon of artisan product innovation to see how identities can get in institutional logics perspective to collectively give more insights into the pattern of product innovation Despite the fact that artisans are those who present a high level of autonomy (Sennett, 2008) and identity related to their products and practices (Holroyd et al., 2017; Jakubanecs & Supphellen, 2016), identity of artisans as agents in an institutional context is hidden in the analysis of artisan product innovation Further, the existing literature not only remains silent about presentation of identity in institutional logics analysis, but also overlooks how agents’ responses are created in light of identity in the context where institutional logics co-exist (Onishi, 2019) The state of the art in both literatures, product innovation and institutional logics, bears a disrupted explanation for product innovation due to the underestimation of identity of agents As proved by Thornton and Ocasio (2008), institutional logics perspective is different from institutional theory because institutional logics perspective commands that agents are not only the followers of rules of the game, but also the change makers In other words, institutional logics perspective allows agents to take their strategic response to cope with logics without ruining their identity We still lack the depth in our understanding in terms of how agents respond to logics strategically and how they confirm who they are in such a process So, the current study will take this chance to fill the gap by engaging counter-institutional identity in institutional logics perspective as a theoretical foundation for analyzing product innovation amongst artisan businesses Finally, the previous studies also ignored the varied nature of the relationship between institutional logics They rarely dived deeper into the components of the logic to see further the varied nature of the relationship between logics Previous studies often concluded that one logic is either compatible or incompatible with another logic Whilst, one logic can consist of many components (Thornton & Ocasio, 2008; Pache & Santos, 2013) By further analyzing relationship between logics based on their components, further studies can address this gap of the current studies When this varied nature of the relationship between institutional logics is clarified, it helps us better understand the responses to institutional logics through product innovation 1.6 General analytical framework The analytical framework below (Figure 1) starts with logics that provide a context for artisan business Accordingly, each identity (artisan identity as oppositional identity and entrepreneurial identity as relational identity) will go together to determine the way in which artisan products are innovated All of this process is located in and framed by institutional logics (market logic and artisan logic) Figure 1: Analytical framework of product innovation in artisan business Source: developed by the author 10 2.2 Methodology CHAPTER RESEARCH METHODOLOGY In the current research, interpretivism with qualitative methodology was applied Case study was employed as research strategy because it allows the author to compare across cases to create themes (Creswell & Poth, 2018) Theoretical sampling was used to create the research sample that include Artisan business owner, Business owners, Artisans, Customers, Local citizens Data collection This section presents how this study collected qualitative data in Bat Trang from October 2021 to June 2022 This data collection can be broken down further into phases including preparatory phase and official data collection phase This study applied semi-structured in-depth interview as a main data collection tool, in addition to observation and informal talks Figure 2: Visualization of Research Procedure Source: by the author 2.1 Research context Bat Trang has been chosen as the research site of the present study because it provides an appropriate and interesting context for analysis of logics and practices through product innovation Further, it helps shed more light on the next steps in the research procedure Structure of local economy of Bat Trang is inclined to manufacturing industries, absolutely dominated by ceramic production Further, ceramic production in Bat Trang has had a very long historical development of over 700 years since serving different Vietnamese dynasties since Tran Dynasty in 14th century (Phan et al., 1995, Bui et al., 2013) Artisan ceramic production in Bat Trang has seen a significant change since Doi Moi in 1986, an economic reform, in Vietnam Two local professional ceramic associations are established in Bat Trang and Giang Cao where artisan business owners share ideas on products, production methods, materials and support each other in business Figure 3: Overview of data collection Source: by the author Data collection was conducted into two main phases The preparatory phase focused on the pre-condition for the official data collection phase The preparatory phase started with desk research to provide the author background knowledge about the researched local community of Bat Trang It moved on with interviews with some local community members who have much experience about ceramic products and production 11 12 Official data collection phase was conducted with a number of semistructured in-depth interviews with groups of informants, not to mention the informal talks and observation in the field Data collected were analyzed in 02 rounds in which independent coding and analysis was followed by group discussion CHAPTER RESEARCH RESULTS 3.1 Product innovation To respond to the research objective 1, this study found that product innovation was conducted in different degrees including incremental innovation and radical innovation Incremental innovation refers to small changes in design, color, ingredients, and functions of artisan products while radical innovation refers to new-to-the-world products 3.2 Logics and their compatibility The current study found a blurry boundary between market logic and artisan logic in a way in which not all attributes of these two logics are conflicting The current study conceptualizes the blurry boundary between logics as blended that refers to a hybrid relationship in which two logics are competing and synergistic with each other at the same time The mutual intersection of these two logics recommends nuanced responses that allows newness to more pronounced in artisan products as Figure 4: Overview of data analysis long as it does not violate the artisan logic’s attributes outside the intersection Source: developed by the author Pattern-matching technique and Gioia et al.’s method were employed for coding and analyzing data Figure 5: Boundary of Market Logic and Artisan Logic in Product Innovation Source: Conceptualized by the author 13 14 3.3 Counter-institutional identities among artisan business owners Oppositional identity of artisan business owners is characterized with attributes of must-have craft, autonomy, localness, collective voice, craftmaintaining responsibility, aesthetic logic and symbolic value Relational identity reflects competitor and customer orientation, costbenefit analysis, utility of artisan product, and entrepreneurial attribute 3.4 Comparative innovation counter-institutional identities and product To complete the development of an analytical framework for artisan product innovation, table below presents the qualitative data axial coding on the connection between oppositional (artisan) identity, relational (entrepreneurial) identity, and artisan product innovation in institutional logics’ frame Table 1: Result of mapping counter-institutional identities and product innovation ABUSINESS Oppositional Relational Selective Identity Identity Coupling Weak Strong Applicable Core-satellite Not applicable Moderate Strong Applicable Not applicable Strong Strong Applicable Strong Strong Applicable OWNER-02 ABUSINESS OWNER-03 ABUSINESS Identity Identity Coupling ABO-08 Weak Strong Applicable Not applicable ABO-09 Moderate Moderate Applicable Not applicable ABO-10 Strong Moderate Applicable ABO-11 Strong Moderate Applicable ABO-12 Strong Strong Applicable ABO-13 Moderate Weak Applicable Not applicable ABO-14 Moderate Moderate Applicable Not applicable ABO-15 Strong Weak Applicable Not applicable Core-satellite An analytical framework for product innovation has been developed as presented in figure It will start with the context where multiple logics coexist and frame artisan businesses It informs us of the long-lasting process in identities in the making Oppositional identity (who we are not) is in line with artisan logic that prescribes the artisan standards serving as a foundation for oppositional identity Similarly, market logic has rules of the game that give rise to relational identity in the making Rather than the single effect of either between them will play a decisive role in the adoption of a strategic response to logics When relational identity is strong and oppositional identity is weak, Moderate Strong Applicable Not applicable OWNER-05 Selective oppositional identity or relational identity but the comparative strength OWNER-04 ABUSINESS Relational which the identification of logic occurs along with the counter-institutional OWNER-01 ABUSINESS Oppositional incremental product innovation and even radical PI will be adopted as an outcome of selectively coupling the logics However, when artisan identity is ABO-06 Moderate Moderate ABO-07 Strong Moderate Applicable Not applicable Applicable strong and entrepreneurial identity is either strong or moderate, Core-Satellite tends to be applied to reconcile the competing pressure from multiple logics This framework suggests that logics not directly shape product innovation 15 16 CHAPTER DISCUSSION OF RESULTS AND RECOMMENDATION but they frame an institutional context and create a ground for it Further, this framework also shows that artisan and entrepreneurial identities directly determine how strategic responses in product innovation are conducted However, these identities did not come from nowhere They are attached with the relevant logics Figure 6: Proposed framework of API in the multiple-logic context Source: the development of the author 4.1 Discussion of results The current qualitative study confirmed that strategic response embedded in product innovation in artisan business is varied The important finding of this research is the identification of a new response that is conceptualized as Core-Satellite The varied nature of product innovation is grounded on the blurry boundary of the mutual intersection between market logic and artisan logic The mutual intersection between logics that is created by the compatible attributes of both logics enables artisan business owners to have a more flexible action in product innovation to satisfy both institutional logics’ demands This research result showcases the weak point in the existing literature It emphasized the role of counter-institutional identity in institutional logics perspective to uncover agents’ responses In institutional logics perspective, logics signal the directions for actions while comparative strength between counter-institutional identities directly determines the specific responses of agents The current study also develops a framework for the analysis of product innovation as strategic response among artisan businesses The current study’s results challenge the bias that claims that radical innovation is impossible for small-scale businesses As noted by Rubera and Kirca (2012), although firms can greatly benefit from radical product innovation than incremental product innovation, it is much harder for them to take radical product innovation due to many barriers such as organizational characteristics, leadership or financial constraints (Slater et al., 2013) This dissertation also confirms the importance of ABOs as institutional entrepreneurs as those whose role “is to reform or revolutionize the pattern of production by exploiting an invention or, more generally, an untried technological possibility for producing a new commodity or producing an old one in a new way, by opening up a new source of supply of materials or a new 17 18 outlet for products, by reorganizing an industry and so on.” (Schumpeter, “institutionally bending without organizationally breaking” competing logics that 1976, p.132) co-exist Further, this study also found a blended relationship between market Core-Satellite has been found as an emerging response embedded in product innovation among artisan businesses as a means to “institutionally bending without organizationally breaking” competing logics that co-exist (Gümüsay et al., 2020) The resilience of a craft business as a hybrid organization can be achieved by the incompatible logic based on elastic hybridity (Gümüsay et al., 2020) The blended relationship between logics also extends our understanding about compatibility between logics by showing a partial compatibility between two logics The current study, however, shows that the relationship between logics can exist in a blended form in which some attributes are compatible while other attribute may be incompatible The partial compatibility of the two logics is a ground for the multi-faceted actions at business level where multiple logics partly reinforce the businesses’ actions (Besharov & Smith, 2014) Thus, logic and artisan logic based on a blurry boundary between these two The existence of this blended relationship clarifies the nuance in the response to logics taken by artisan business owners While the extant literature overlooked the role of identity in institutional logics perspective, this study filled this gap by stating that counter-institutional identity that is premised on logics directly drives how product innovation is undertaken This finding supports the suggestion of the role that identities play in hybrid organizations (Jay, 2013; Anderson-Gough et al., 2022) Finally, an analytical framework has been developed based on the interplay between institutional logics, counter-institutional identity and product innovation This framework presents multi-layered connection in which artisan product innovation occurs It further claims that logics not show pure top-down demands but leave room for the role of agents who not need to delete their identity when coping with logics the current study provides further evidence that supports Trojan horse as the 4.3 Practical implications strategic response in coupling logics conceptualized by Pache and Santos This dissertation has produced some key takeaways for artisan businesses (2013) with which social enterprises that originate from the business field but and government policymakers First, this dissertation suggests that artisan try to engage in social welfare logic incorporate some institutional elements of business owners can innovate their products at a certain level if they can avoid social welfare logic to achieve a higher level of legitimacy role conflict between business owner and artisan They also can maintain two This study provides more evidence about the ambidexterity of hybrid organizations through their diverse responses In the current research, artisan businesses confirmed themselves as ambidextrous organizations which show high competence in coping with different demands Unlike the agents that are kept in an iron cage that makes them similar (Dimaggio & Powell, 1983; Weber, 1952), the current study challenges the original concept of isomorphism in which organizations are so similar in their structure and actions when they face the same competitive forces or are in the same environment product lines but should leave them geographically separated One product 4.2 Theoretical contributions of the research This dissertation has made some theoretical contributions First, this study found a new strategic response in product innovation among artisan businesses It line should be Core that refers to excellent artisan products Whilst, another product line is innovated ones This study further recommends that artisan businesses can apply technology in their production as long as technology adoption does not undermine the identification of the core value of artisan products Moreover, government policymakers should sustain the current philosophy in a more appropriate manner that emphasizes the need for “Preservation for development, Development for preservation” and put it in practice The support from government policies should target cultural events to make artisan product more visible in the public The support for artisan professional association is key for the continuity of artisanship in Vietnam extends the analysis by Gümüsay et al (2020) in which hybrid organizations can 19 20 4.4 Limitations and future research agenda works Along with the rapid transition in socio–economic development in First, the dynamic of the comparative strength between counter- Vietnam and particularly in Hanoi, market logic has been welcomed in and then institutional identities is still vague Second, in the current dissertation, the focus permeated the artisan ceramic community in Bát Tràng That has been a long- of the analysis is on the output of innovation that refers to changes in craft lasting gradual process and only clearly manifested in this community after the products as the result of a series of sources from the availability of inputs and major shift of Vietnam’s economy from the centrally planned mechanism to the more importantly the institutional pressures and organizational identity Third, market economy The presence and increased influence of market logic face the although the purposive selection of craft ceramics can help avoid the resistance and cooperation from the artisan logic that has been well established uncontrollable effects due to the industrial characteristics, the focus on only one and rooted in the researched community unique context may hamper the generalization of qualitative results to the broader context On the other hand, this study’s analysis also unveils the nuanced coping strategies of the artisan businesses for existing institutional logics First, this study This dissertation recommends some directions for future research agendas portrays the two counter–institutional identities of ABOs under the institutional First, future research can explore the relative change of the comparative strength frame in the selected craft village of Bát Tràng Artisan identity and between counter-institutional identities (Chreim et al., 2020) and how such a entrepreneurial identity are found to have a collective influence on artisan firms’ change affects organizational and individual behaviors when logics put pressure behavior in PI When the artisan identity highly dominates, incremental on them Further, scholars who are interested in quantitative methodology, on the innovation occurs Incremental innovation has been found to be the most one hand, can further examine the probability of adopting a ‘Core-satellite’ prevalent in the case study of the studied community Incremental innovation strategy as suggested by the present dissertation for a larger sample across craft covers a wide range from the improvements of products characterized by the industries Finally, this research finding suggests that future research should introduction of new colors, designs, and functions to me-too products In the further explore the dynamics of the mutual intersection between logics current study, incremental innovation has been proved as the result of selectively Conclusion coupling components of the two logics In contrast, when institutional centrality is high, meaning that both counter-institutional identities are influential, the This dissertation is needed in the current context of Vietnam because it has ‘Core-satellite’ is found to be in the making as an intentional reaction to reconcile produced theoretical and practical contributions for future research and logics The ABOs apply a series of specific steps to build up such a general policymaking process, respectively Relying on qualitative research, this thesis’ product strategy Artisan businesses employed wisely and purposively rhetorical analysis has replied to one of the calls for further investigation into artisan discourse, branding, and storytelling on the website or in a variety of public businesses, hidden in the mainstream organization and management literature events Given the great effort, excellent unique craft products are introduced with The intertwinement of multi-dimensional conceptual meanings in an the aim to brand the artisan businesses, despite the fact that they are costly and institutionalized context is clearly presented in this research By having applied extremely hard to make the case study design, the current study uncovers not only the institutional logics, and the co–existence of logics, but also the strategic responses at the firm level to such logics On the one hand, exploratory qualitative results confirm and qualitatively capture the existence of market logic and artisan logic whose existence is taken for granted or poorly unintentionally presented in the previous LIST OF WORKS RELATED TO THE DISSERTATION THAT THE PHD CANDIDATE HAS PUBLISHED Van Dai Nguyen, Thi Tuyet Mai Nguyen & Quynh Hoa Nguyen (2023), ‘Competing or synergistic: An exploratory analysis of a blended relationship between logics in a dilemma of artisan product innovation’, Cogent Business & Management, 10:2, 2212936, DOI: 10.1080/23311975.2023.2212936 Nguyen, D V., Nguyen, M T T., Phan, A T T., Nguyen, H Q., Trinh, V M., Pham, L S., & Vo, N H (2023), ‘Counter-Institutional Identities and Product Innovation: “Core-Satellite” as a Response to Competing Logics Shaping Artisan Businesses’, SAGE Open, 13(3), 1–23 https://doi.org/ 10.1177/21582440231190838