Globalisation and the Sustainability of Small Manufacturers: Challenges Facing the Surfboard Artisans of Australia

This thesis examines the characteristics of the contemporary surfboard maker, threats to small-scale surfboard making, and implications, drawing upon my own experiences as a surfboard artisan of thirty-seven years in California and Australia. To date, most research on sources of resilience within the surfboard-making industry is limited to ‘outsider’ observations and interpretations and focuses on the economic value of the industry. Less is known about surfboard maker’s worldviews or their perspectives on industry changes from the ‘inside’, from the viewpoint of surfboard makers themselves. An analysis of data collected through autoethnography, interviews with surfboard artisans, and analysis of secondary sources (e.g. books, movies, storytelling, journal articles) reveals a key to maintaining the surfboard industry is to pass on the current artisan surfboard culture to the next generation. Money is merely the oil, which keeps the important aspects of life running smoothly. The surfboard artisan’s job security rests on whether or not this culture is successfully transmitted. The findings of this research suggest that sustaining artisan culture is a key to sustainable local industry. The bottom line for a surfboard artisan is a rich social life in surfing, not a profit margin.Submitted in the fulfilment of the requirements of the degree of Doctor of Philosophy, University of the Sunshine Coast, 2019