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Craftwork and communication: Challenges for the craftwork sector of Tangier

January 2015

Authors:

Esther Simancas González

Universidad de Cádiz

Maria Garcia Garcia

University of Extremadura

Brussels Management School

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The main aim of this work is to understand the strengths and weaknesses of the Tangier-Tetuan region craftworks sector in order to develop accurate communication and promotion plans. From the knowledge of the real identity, the sector could be repositioned. The lack of previous literature addressing how Tangier craftwork promote and communicate its value to their stakeholders, has conducted the study to an exploratory approach with a double dimension: internal, Tangier craftwork sector image, and external, Andalusia image of the sector in Tangier. The analysis reveals a handcraft industry with a worrying wide-spread and undifferentiated identity and a reluctance to innovation and new technologies.

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