Research SummaryCraft firms characterized by a humanistic approach to work face a tension between adhering to pure craft principles and embracing industrialization. This challenge is heightened in family‐controlled craft firms, striving to uphold tradition while adapting to change. This study examines how craft work evolves along the trajectory of entrepreneurial development through a case study of Thun, a third‐generation family craft firm. We identify a set of mechanisms and four configurations—pure, technical, narrative, and ecosystemic—through which craft work evolves over time. These configurations not only preserve traditions, but also infuse them with entrepreneurial spirit, reinterpretation, and deep innovation. This study contributes to the craft work literature by moving beyond static perspectives and revealing the dynamic interplay between different craft configurations.Managerial SummaryCraft firms, which emphasize a humanistic approach to work, often struggle with the tension between preserving traditional craftsmanship and embracing industrialization. Our study of Thun, a third‐generation family craft firm, provides practical insights for managers by identifying a set of mechanisms and four configurations—pure, technical, narrative, and ecosystemic—that show how craft work can evolve over time. Managers can use these configurations to balance tradition and innovation, and inject entrepreneurial spirit into craft processes. Our findings underscore the importance of managing this balance for sustainable competitiveness and fostering an entrepreneurial firm culture that supports both artisanal and industrial production. Our study also provides a practical guide for craft firms seeking to evolve strategically, ensuring the integration of tradition with contemporary entrepreneurial development.

中文翻译：

---

家族企业战略发展中手工艺的演变

研究摘要以人本主义工作方式为特征的手工艺公司面临着坚持纯粹手工艺原则和拥抱工业化之间的紧张关系。在家族控制的手工艺公司中，这一挑战更加严峻，他们努力在保持传统的同时适应变化。本研究通过对第三代家族手工艺公司图恩的案例研究，探讨了手工艺工作如何沿着创业发展的轨迹演变。我们确定了一套机制和四种配置——纯粹的、技术的、叙事的和生态系统的——通过它们，手工艺随着时间的推移而发展。这些配置不仅保留了传统，还注入了创业精神、重新诠释和深度创新。这项研究超越了静态视角，揭示了不同工艺配置之间的动态相互作用，为手工艺文献做出了贡献。 管理概要 强调人文工作方式的手工艺公司经常在保护传统手工艺和拥抱工业化之间的紧张关系中挣扎。我们对第三代家族手工艺公司图恩的研究通过确定一组机制和四种配置（纯粹的、技术的、叙事的和生态系统的）为管理者提供了实用的见解，这些配置展示了手工艺工作如何随着时间的推移而发展。管理者可以利用这些配置来平衡传统与创新，并将创业精神注入工艺流程中。我们的研究结果强调了管理这种平衡以实现可持续竞争力和培育支持手工和工业生产的创业企业文化的重要性。我们的研究还为寻求战略发展的手工艺公司提供了实用指南，确保传统与当代创业发展的融合。