Factors of Competitiveness and Development of Companies on the Market of Craft and Design Products

Purpose: The article aims to identify the key factors determining the competitiveness and development of firms operating in the market of artisanal and designer products, using the case of Dr ARTI as an illustrative example.Design/Methodology/Approach: The study is based on a qualitative research design employing an in-depth interview with the owner-manager, allowing for an in-context analysis of strategic, cultural and market-related determinants.Findings: The results indicate that competitive advantage in this sector arises from the synergy of product uniqueness, cultural authenticity, ecological materials and selective presence in niche international markets.Practical Implications: The findings provide guidance for firms seeking to build competitiveness through authenticity, narrative consistency, sustainable materials and targeted niche-market strategies.Originality/Value: The article offers a conceptual model derived from empirical insights that integrates product, cultural, ecological and market dimensions, contributing new understanding to the dynamics of artisanal and designer product markets.