Reconceptualising ‘product’ in the arts and cultural context

This paper explores the current conceptualisation of ‘product’ and the idea of products having ‘levels’, where each level adds more customer value. We postulate that in the arts and cultural context an additional, primary product level, the ‘symbolic product’ level is warranted. This ‘symbolic’ level recognises an inherent value in regard to what the product means and represents to society and to humanity generally. We also consider that due to the complexities of the art market and the nature of production and consumption therein each actor in the product ‘supply chain’ will have a different view. A conceptual model is introduced that will act as a framework for a research study investigating the current conceptualisations of product as manifested in the visual art market.