Intellectual Property: A strategic lever for the commercialization of innovative traditional craft products in Algeria

The marketing of artisanal products on the global market has long contributed to the generation of wealth and economic development of nations. This positive trend has quickly removed barriers to entry into the international artisan market, thanks to the emergence of new management practices that have enabled businesses to develop sustainable and defensible competitive advantages. However, this global artisanal landscape has disadvantaged the positioning of artisanal products from developing countries. Indeed, the International Symposium on Global Handicrafts held in Manila in 1997 revealed the urgent need to protect handicraft products through a codification system and elements of intellectual property (Document CLT/CONF/604/5). Nevertheless, Algerian artisans have long overlooked the need to valorize their creativity in the market through intellectual property assets such as trademarks, brands, appellations of origin, geographical indications, and more. Our work will now focus on the intellectual property of artisanal innovations, its interplay with export marketing elements, and the differentiation strategies for traditional craft products to ensure better marketing on both local and international markets.