Celticism and crafts: the myths and realities online

Nick Telford, Ian Fillis

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


This paper explores notions of Celticism and its exploitation (or lack thereof) by those businesses involved in the production of handmade goods either explicitly in design and communication or implicitly working practices or marketing style. We invoke research on country-of-origin effect (COO effect) and nation branding and a link (or disjuncture) between such concepts and individual entrepreneur identity or personal brand within the context of a supranational brand of Celticism. We argue that this ephemeral Celtic brand is more powerful and complex than nation brand alone. Products and business practices evolved from the Celtic craft sector fit within a larger Creative Industries debate about cultural development and the knowledge economy. This paper draws from the authors’ previous research in Celtic crafts entrepreneurship and proposes further work to understand new forms of organisation and exchange as represented virtually. Although there is a ready and rich exchange economy for Celtic products of (sometimes) dubious authenticity or specific aesthetic value, we also posit that Celticism may also be usefully understood as a mode of creative and non-linear business/ marketing practice.
Original languageEnglish
Title of host publicationAcademy of Marketing Conference 2011
Subtitle of host publication5-7 July, Liverpool, Marketing Fields Forever, Aintree Racecourse, Liverpool, UK.
PublisherUniversity of Liverpool Management School
ISBN (Print)9780956112224, 0956112226
Publication statusPublished - 5 Jul 2011
Externally publishedYes
EventAcademy of Marketing Conference 2011: Marketing Fields Forever - Aintree Racecourse, Liverpool, United Kingdom
Duration: 5 Jul 20117 Jul 2011
https://www.academyofmarketing.org/conference/conference-history/conference-2011/ (Conference website.)


ConferenceAcademy of Marketing Conference 2011
Country/TerritoryUnited Kingdom
Internet address


  • creative industries
  • crafts
  • Celtic identity
  • SME sector
  • online communities/technical collaboration
  • nation branding
  • technology adoption


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