Artisan entrepreneurship revisited: toward a contemporary conceptual framework

Purpose This study aims to reexamine artisan entrepreneurship (AE) by advancing a dual-perspective model that positions artisans as both cultural custodians and innovative actors within the global entrepreneurial ecosystem. Design/methodology/approach A systematic literature review was conducted following Tranfield et al. (2003), based on 276 articles retrieved from SCOPUS and Web of Science (1979–2024). After applying strict selection criteria, eight systematic or theoretical reviews were selected for in-depth analysis. To mitigate Western bias, illustrative case snapshots from Asia, Africa and Latin America were integrated. Findings The study’s review focused on five fundamental aspects of EA: culture/heritage, innovation, sustainability and territorial development. The proposed conceptual model highlights dilemmas and oppositions, such as the opposition between tradition and innovation, sustainability and expansion, community and commercialization and local identity versus global reach. EA, therefore, manifests itself not as a perfect union, but as a field of negotiation between competing logics. Practical implications The study links AE directly to the UN Sustainable Development Goals (SDGs) and proposes actionable policy strategies, including rural broadband subsidies, microcredit for eco-friendly materials and intellectual property protection frameworks Originality/value By highlighting contradictions, expanding geographical scope and aligning AE with measurable SDG targets, this paper provides a more critical and transformative framework. It advances both academic debates and policy agendas aimed at fostering inclusive, sustainable and culturally grounded entrepreneurship.