JMGT_V11_N3_RP1 Tom Page Gisli Thorsteinsson Journal on Management 2230 – 715X 11 3 1 16 Craft, Product Value, Mass Manufacture This study investigates how far current perceptions of craft could influence consumer values and purchasing behaviours of products; first, considering the value of craft itself and preconceptions which may be held of it, and second, investigating its viability to improve consumer values when used within mass manufactured products. The article examines what this could mean for the future of craft, and to what extent it could affect the mass manufacture industry. Literature briefly examines the history of craft, before considering its current position within society with reference to how it is defined and its associated preconceptions. Examples of craft used within mass manufacture are explored, with consideration to the extent of its feasibility and what this means for the craft element and resulting mass manufactured product. A consumer survey was carried out to establish current values people associate with craft and mass manufactured products, examining whether any personal emotions or preconceptions are held by the majority. Interviews were additionally carried out with two professionals within the craft and mass manufacture industry, each with over 15 years of experience in their specific field. An interview was also carried out with a consumer, to gain a more indepth perspective of their personal associations of crafted and mass manufactured products. The results from the interviews and survey section both strongly support that craft holds particular value with consumers over mass manufactured products, due to the human connection it creates from the link it holds to the craftsperson. December 2016 - February 2017 Copyright © 2017 i-manager publications. All rights reserved. i-manager Publications http://www.imanagerpublications.com/Article.aspx?ArticleId=8326