ABSTRACT
Creativity is needed in craft organisations in order for them to stay competitive in the global marketplace. This chapter examines the role of creativity in the craft sector in terms of how it brings positive change. This is important as increasing numbers of craft organisations are competing on online platforms, so they need to be creative in terms of their advertising and marketing campaigns. In addition, traditional craft markets and stores also require creativity in terms of product placement. Thus, this chapter focuses on the role of creativity in craft organisations in terms of bridging the gap between developing original craft products and successfully being able to sell them on multiple platforms.
