eCite Digital Repository
The art of entrepreneurial market creation
Citation
Fillis, I and Lehman, KF and Miles, M, The art of entrepreneurial market creation, Proceedings of the 2013 British Academy of Management Conference, September 10-12, 2013, Liverpool, pp. 1-23. (2013) [Refereed Conference Paper]
![]() | PDF Restricted - Request a copy 396Kb |
Copyright Statement
Copyright 2013 the Authors.
Official URL: http://www.bam.ac.uk/proceedings
Abstract
This paper investigates the role of entrepreneurial marketing in shaping the development of
the Museum of Old and New Art (MONA) in Hobart, Tasmania. It draws on the notion of
effectuation and the process of entrepreneurial marketing in explaining new venture creation
and assesses the part played by David Walsh the entrepreneurial owner/manager. The
literature on entrepreneurial marketing is assessed and then contextualised from an arts
perspective. The research carried out here builds on a growing body of work adopting the
entrepreneurial marketing lens to better understand arts marketing and new venture creation.
An additional contribution to knowledge is the use of effectuation to assist in better
understanding of the role of entrepreneurial marketing. This leads to the exploration of the
interplay between market orientation versus market creation, where the latter is influenced
greatly by the effectuation process. A series of research questions are then constructed and a
case study methodology developed, Creative competencies including vision, ambition, risk
taking, branding and decision making are assessed. A series of recommendations for theory
and practice are made, included the impact on the wider arts marketing industry and a model
of entrepreneurial market creation is constructed
Item Details
Item Type: | Refereed Conference Paper |
---|---|
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing management (incl. strategy and customer relations) |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | Lehman, KF (Dr Kim Lehman) |
UTAS Author: | Miles, M (Professor Morgan Miles) |
ID Code: | 86643 |
Year Published: | 2013 |
Deposited By: | Management |
Deposited On: | 2013-10-07 |
Last Modified: | 2018-03-15 |
Downloads: | 8 View Download Statistics |
Repository Staff Only: item control page