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Collecting as consumption: the entrepreneurial art gamble that paid off


Fillis, I and Lehman, K and Rentschier, R and O'donohue, J, Collecting as consumption: the entrepreneurial art gamble that paid off, European Academy of Management Conference 2017: Making Knowledge Work, 21-24 June 2017, Glasgow, Scotland ISSN 2466-7498 (2017) [Refereed Conference Paper]

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Access to this paper is restricted to registered delegates of the EURAM 2017 (European Academy of Management) Conference.


We utilise a case study approach, including embedding a biographical methodology, to investigate how a privately funded art museum, the Museum of Old and New Art (MONA), has risen to become a key visitor destination on the island of Tasmania, Australia. At the centre of our investigations is the entrepreneur and professional gambler David Walsh. Conventional notions of how to launch and build a new venture have been overturned through the actions of Walsh and his ability to identify and exploit opportunities in different ways to the competition. Not only is Walsh an entrepreneurial consumer. Many of his customers as consumers have come to appreciate what he has achieved as a place of pilgrimage in his created brand community. What Walsh has achieved within a short time frame cannot be readily explained by normative entrepreneurship theory. His achievements fit the unconventional entrepreneurship label and are driven by his passion and consumption behaviour. Here we use the integrated lens of entrepreneurial marketing, effectuation and consuming through collecting to frame the research. Our analysis shows what can be achieved when alternative paths to creativity and innovation are pursued. The creativity inherent in such actions does not necessarily have to be substantial. Sometimes incremental approaches to achieving something different from the norm are sufficient.

Item Details

Item Type:Refereed Conference Paper
Keywords:entrepreneurial marketing, consumption, collecting
Research Division:Commerce, Management, Tourism and Services
Research Group:Strategy, management and organisational behaviour
Research Field:Entrepreneurship
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Lehman, K (Dr Kim Lehman)
ID Code:118494
Year Published:2017
Deposited By:TSBE
Deposited On:2017-07-13
Last Modified:2019-01-18

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