From Heritage to Market: Leveraging Differentiation and Capabilities to Export Hue’s Handicrafts to Europe

A significant breakthrough in the export of Hue's traditional handicrafts, such as royal needlework and conical caps, has been achieved by leveraging differentiation strategies, marketing capabilities, and institutional support. This study reveals that these factors collectively explain 63.5% of the variance in export performance to Europe, with institutional considerations playing a foundational role before marketing and differentiation efforts. The research employs a survey of 445 craftspeople, exporters, and marketers in Thừa Thiên-Huế, analyzed using PLS-SEM and Smart PLS 4.0, demonstrating that trained labor and raw materials significantly contribute to local export success. These findings provide actionable insights for governments, industry associations, and cultural entrepreneurs to strengthen Hue's position in the European market.

Le, M. Q., Phung, D. N. T., & Quang, K.-D. (2025). FROM HERITAGE TO MARKET: LEVERAGING DIFFERENTIATION AND CAPABILITIES TO EXPORT HUE’S HANDICRAFTS TO EUROPE. European Journal of Economic and Financial Research, 9(5). https://doi.org/10.46827/ejefr.v9i5.2056