Abstract:
Design plays a very important role in Vietnam’s craft sector, helping to add both tangible and intangible value to the present ranges of the country’s craft products. In a highly competitive world, craft design is considered a key competitive edge for craft companies to gain and secure a position in the international market. Vietnam’s craft design sector remains under-developed. The sector is characterized by a lack of market links and innovation, low levels of design capacity and faces environmental problems and improper design processes. This paper contains both a quantitative study of 305 companies and in-depth interviews with different stakeholders in the country’s craft sectors in order to explore the different perspectives and insights of those involved, such as business owners, business support organizations, designers and buyers. Data analysis from 305 survey questionnaires revealed conclusion that there is a significant positive relationship between market demand and craft design; if the environment becomes increasingly polluted, then companies will care more about environmentally friendly design.
