Research SummaryStrategic entrepreneurship research has long focused on high growth and wealth maximization in the creation of primarily economic value. As such, it has largely overlooked craft entrepreneurs, who prioritize skill, materiality, and immersive action in creating broader forms of value. Deep engagement with materials, alongside daily aesthetic (sensory, tacit, embodied) practices are key to how craft entrepreneurs create unique value and strengthen competitive distinction. Drawing on ethnographic data from two craft‐based settings, we abductively generated three dimensions and associated tensions by which craft entrepreneurs leverage aesthetics for strategic entrepreneuring: materializing, enchanting, empathizing. Our key contribution is to unpack the embodied—and very human—processes by which craft entrepreneurs imagine and give life to unique offerings while creating distinctive value for both themselves and their stakeholders.Managerial SummaryThe focus of strategic entrepreneurship research is often on economic value creation, along with high growth and wealth maximization. By exploring the everyday practices of craft entrepreneurs, we unpack how creating broader forms of value (e.g., symbolic, artistic, social, cultural) through immersive and embodied actions contributes to stylistic and competitive distinction. For the craft entrepreneurs in our study, remaining competitive is about engaging in sensuous practices that result in meaningful and authentic offerings, for both themselves and their stakeholders. By capturing and exploring these daily practices, along with the tensions that undergird real‐time exchanges with stakeholders, we provide fresh insights into how craft entrepreneurs create unique value while delicately balancing tradition with innovation to strengthen competitive distinction.

中文翻译：

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真、狂、深：战略创业与手工艺企业家的审美实践

研究摘要战略创业研究长期以来一直关注于创造主要经济价值的高增长和财富最大化。因此，它在很大程度上忽视了手工艺企业家，他们在创造更广泛的价值形式时优先考虑技能、物质性和身临其境的行动。对材料的深入参与以及日常审美（感官、默契、体现）实践是手工艺企业家如何创造独特价值和加强竞争优势的关键。利用来自两种以手工艺为基础的环境中的民族志数据，我们归纳生成了手工艺企业家利用美学进行战略创业的三个维度和相关张力：物化,妖娆,共情。我们的主要贡献是解开工艺企业家想象的具体且非常人性化的流程，并为独特的产品赋予生命，同时为他们自己和利益相关者创造独特的价值。管理摘要战略创业研究的重点通常是经济价值创造，随着高增长和财富最大化。通过探索手工艺企业家的日常实践，我们揭示了如何通过身临其境和具体行动创造更广泛的价值形式（例如，象征性的、艺术性的、社会性的、文化性的），从而有助于在风格和竞争上脱颖而出。对于我们研究中的手工艺企业家来说，保持竞争力就是进行感官实践，为他们自己和利益相关者带来有意义和真实的产品。通过捕捉和探索这些日常实践，以及与利益相关者进行实时交流的紧张关系，我们为手工艺企业家如何创造独特价值，同时微妙地平衡传统与创新以增强竞争优势提供了新的见解。