Commodifying skills for survival among artisan entrepreneurs in Pakistan

This article explores how artisan entrepreneurs learn to commodify their creative skills into an entrepreneurial business. The purpose of this paper is to highlight specific types of entrepreneurial learning, artisan entrepreneurs with small businesses are using to run their business. This study explores the experiences of 12 artisan entrepreneurs. Qualitative research was carried out with in-depth semi structured interviews with four different categories of artisan entrepreneurs. GIOIA methodology have been used to analyse and present the data. This study reveals that entrepreneurial learning is a natural process, with findings highlighting the different forms of learning used by the entrepreneurs. This study also uncovers the utilization of existing resources and demonstrate the learning process. Furthermore, findings reveal that artisan entrepreneurs scan the environment, create demand, and then transform their craft and skill into a profitable business. The present informational capital brings positive outcomes for the business. Entrepreneurs heavily rely on relational learning by employing strong alliance in work and support group. Informal learning is also an important aspect in artisan entrepreneur’s life to run a successful business. This study’s results contribute to deeper understanding of the importance of entrepreneurial learning among artisan entrepreneurs in emerging economies. The research questions the unique and creative ways of learning by artisan entrepreneurs who have zero knowledge of business. This paper fills a gap in literature i.e. how the potential artisan entrepreneurs utilize their creative social, economic, and personal capital and experience a profitable business from their craft.