Purpose – The purpose of this paper is to explore how realistic ambitions for growth are in craft micro‐enterprise. Design/methodology/approach – The paper presents observations from a series of studies of the craft sector in the UK. These were large‐scale questionnaires focusing on...

Explores the relationship between marketing theory and marketing activity within the context of rural entrepreneurship. The key to unlocking our understanding the dynamics of this relationship was to use a number of qualitative techniques including participant observation and unstructured...